By: Andy Powell, Staff Writer
STOCKHOLM – Congratulations are truly in order for multi-award winning LELO as they have once again scored a huge win in accomplishments. Last week saw PRWeek name ‘LELO’ the winner of their annual awards in the category of Healthcare, in the latest of a recent series of high-profile accolades for their HEX™ condom.
The PRWeek Global Awards are held in London and attract some of the biggest brands in advertising, marketing and PR. On the night, LELO was hailed alongside names like the Financial Times, Mastercard, Bacardi and many more household names.
The PR campaign for the launch of LELO HEX™ in 2016 beat out competitors thanks to its highly challenging and controversial nature, drawing public awareness to the fact that STIs were on at record levels. The disruptive nature of the campaign’s content and unusual partnerships (like the divisive prominence Charlie Sheen, who helped to communicate a message of caution via his HIV positive status) made HEX™ the most successful condom launch in recent history.
LELO CMO Steve Thomson said: “This is huge news for us, and we couldn’t be more proud of our work today. The campaign for HEX™ was risky, and we knew not everyone would be able to see the message over the contentious partnerships. But this PRWeek award is absolute vindication that we made the right decision in our mission to spread the word.