SFH has social marketed male condoms in Nigeria since 1985 with its Gold Circle brand condoms. Consumers in Nigeria have evolved, with many having access to disposable income and preferences for new and innovative products, and this applies to condoms. To meet the growing demand for choice among condom brands, SFH will launch a line of Gold Circle condoms with different textures and flavours to appeal to the Nigerian consumer.
The packaging used for Gold Circle condoms has largely been the same since it was launched, using the same cardboard box since 1985. Furthermore, because Gold Circle is subsidized, some condom users perceive the brand to be cheap.
A new packaging design is required to herald the launch of a line of Gold Circle condom brand extensions, using colors and simple illustrations to distinguish between the variants (e.g., ribbed, dotted, extra lubricated, strawberry, etc. Similar to the Jeito condoms in the attached "Known Types" document.). The new Gold Circle brand packaging should convey a quality at par with commercial condom brands.