LifeStyles – Great Expectations

LifeStyles have been champions of sexual health, sex education and safe sex since 1905. Since becoming the brand’s agency of record, the Great Expectations brand campaign is the first in our partnership, and the first strategic marketing push since LifeStyles departed from parent brand Ansell in 2017.

Without marketing investment during this time, LifeStyles faced declining brand awareness and brand preference, particularly amongst younger audience segments. SGY were engaged to undertake a rigorous program of work beginning with the facilitation of customer persona research. These insights informed our work on the brand and creative strategy, brand campaign creative development, digital asset execution, digital marketing management and reporting.

The campaign creative was developed during a significant period of societal debate on sex, gender, consent, equality and empowerment – all at a time when young people were isolated and yearning for connection and human touch. Our empathy interview research uncovered the Gen Z audience’s motivations and desires for sex and relationships, providing valuable insights that lead to our development of the Great Expectations integrated creative platform – a creative platform that brings to life the audience’s optimism, positivity and open-mindedness.

In addition, strong themes of greater communication, high expectations of one another, intense emotional anticipation, and embracing a real-life depiction of sex all needed to come across through key messaging, art direction and production value. The Great Expectations campaign also needed to deliver key brand updates and tactical messaging such as new brand mark, pack design and plastic-free packaging across all LifeStyles condom SKUs. Every opportunity was taken to ensure all touchpoints instilled confidence, empowerment and a deeper connection with the brand.

The integrated campaign creative direction will be reflected across all brand touchpoints as part of a fully integrated campaign. Key assets to be shared with other regions within LifeStyles® Healthcare’s global business.

Directed by Astrid Salomon
Production by Airbag


“We’re very excited to launch the new LifeStyles® campaign SGY as our Creative and Marketing partners. LifeStyles® Healthcare is the world’s longest-operating condom business, being the champions of safe sex for over 110 years. And as Australia’s no. 1 sexual wellness brand, it was important to work with an agency that aligned with our future vision for the brand. This campaign encourages people to enjoy the optimism and special moments of human connection, in all its forms and shared with whomever.”

– Nicole Hillier, Senior Director Sales & Marketing APAC, LifeStyles® Healthcare


“Working with SGY was an opportunity for us to cement the LifeStyles® brand positioning in Australia and New Zealand. We look forward to working with the team on a number of key activities across our digital platforms, go-to-market executions, and initiatives in the educational space.”

– Helen Soldatos, Marketing Manager, LifeStyles® Healthcare

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