The “Yes, Yes, Yes” campaign by SKYN Condoms leverages a culturally significant moment—the legalization of same-sex marriage in Australia—to reinforce the brand’s proposition of celebration, inclusivity, and heightened sexual experience. By associating the brand with a landmark progressive social event, SKYN positions itself as a modern, open-minded condom brand that champions freedom, acceptance, and pleasure. The campaign subtly ties emotional affirmation (“yes”) with physical pleasure, using the escalating repetition of “yes” to draw a parallel between social approval and sexual climax, implying that choosing SKYN enhances intimate moments with intensity and satisfaction.
Strategically, the campaign targets a socially aware and emotionally engaged audience, likely younger and progressive consumers who value inclusivity and sexual positivity. The creative angle capitalizes on real, spontaneous street interviews, which lend authenticity and immediacy to the message while connecting social approval with personal pleasure. This approach also resonates within the healthcare market by normalizing conversations around sexual health in the context of broader social acceptance. By using a simple but evocative auditory motif, the campaign bridges social progress and personal experience, fostering an empathetic connection that aligns SKYN with empowerment and pleasure. The choice to release this film in France, while referencing an Australian event, suggests a global perspective on sexual freedom and rights, appealing to a cosmopolitan audience attuned to international social shifts. Overall, the campaign utilizes timely cultural insight and minimalist yet impactful storytelling to position SKYN as a condom brand synonymous with consent, celebration, and enhanced sexual experience.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because it leverages symbolic representation to convey the product benefit. The repeated, intensifying “yeses” voiced by interviewees do not literally depict condom usage or explicit sexual activity, but rather build toward an orgasmic crescendo, symbolizing sexual pleasure and satisfaction—the core benefit of SKYN Condoms. The use of public enthusiasm about a societal milestone is cleverly paralleled with intimate pleasure, exaggerating the product’s role through a metaphorical, sensorial experience rather than a direct demonstration or story.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Durex – Market Positioning
Durex is positioned as a trusted, global leader in condoms and sexual wellness products, emphasizing reliability, safety, and innovation. The brand promotes a balanced mix of pleasure and protection, often leveraging emotional and inclusive marketing campaigns to connect with diverse audiences worldwide.
2. Trojan – Market Positioning
Trojan targets the North American market as a premium, widely recognized condom brand focusing on broad product variety, including specialty condoms and lubricants. It emphasizes sexual health education and safe sex advocacy, aligning itself with responsibility and confidence in intimate experiences.
3. Lifestyles – Market Positioning
Lifestyles positions itself as an accessible, affordable condom brand that combines quality with approachability. It highlights comfort and enjoyment while promoting informed sexual health choices, targeting a youthful demographic with vibrant, inclusive messaging.
4. Kimono – Market Positioning
Kimono differentiates itself through ultra-thin condom technology aimed at enhancing sensation and intimacy without compromising safety. The brand appeals to consumers seeking premium quality, discreet design, and a heightened physical experience.
5. ONE Condoms – Market Positioning
ONE Condoms positions itself as a socially conscious and design-forward brand that emphasizes inclusivity and sexual positivity. It actively supports global sexual health initiatives and uses bold, artistic packaging to appeal to a younger, diverse demographic seeking both style and substance.
Q: What is Yes, Yes, Yes about?
A: Yes, Yes, Yes is a 2017 campaign created by Sid Lee Paris for SKYN Condoms, launched in France to celebrate the legalization of same-sex marriage in Australia. The campaign centers on a film featuring street interviews where participants express their support for marriage equality with the word yes, which escalates in frequency and intensity throughout the film. This creative approach symbolically links public affirmation with sexual pleasure, aligning with SKYN’s brand values. The campaign was released in the healthcare market and aimed to reinforce SKYN’s commitment to inclusivity and sexual health through a culturally relevant and emotionally resonant narrative.
Q: What creative device does Yes, Yes, Yes use?
A: Yes, Yes, Yes employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. Instead of depicting condom use or explicit intimacy, the campaign uses the escalating repetition of the word yes as a symbolic representation of sexual pleasure and satisfaction—the core benefit of SKYN Condoms. This metaphorical approach exaggerates the product’s positive impact by paralleling the public’s enthusiastic response to a social milestone with the intensity of intimate experiences, creating a sensorial and memorable connection to the brand.
Q: What is the campaign proposition for Yes, Yes, Yes?
A: The campaign proposition for Yes, Yes, Yes positions SKYN Condoms as a brand that celebrates inclusivity, freedom, and heightened sexual experience by aligning itself with the landmark legalization of same-sex marriage in Australia. Targeting socially aware and emotionally engaged consumers, the campaign connects the affirmation of social progress with the affirmation of pleasure, using the motif of yes to bridge public approval and intimate satisfaction. This strategy reinforces SKYN’s identity as a modern, open-minded brand committed to empowerment, consent, and pleasure within the healthcare market, while fostering a global perspective on sexual rights and acceptance.
Q: How does Yes, Yes, Yes rank in Clapboard's archive?
A: Yes, Yes, Yes holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in SKYN Condoms's category?
A: In the condom and sexual wellness category, SKYN Condoms competes with several key brands. Durex is recognized globally for its reliability, safety, and innovative approach to pleasure and protection. Trojan dominates the North American market with a focus on product variety and sexual health advocacy. Lifestyles appeals to a youthful demographic by offering accessible, affordable options that emphasize comfort and enjoyment. Kimono differentiates itself with ultra-thin technology for enhanced sensation, targeting consumers seeking premium intimacy. ONE Condoms stands out with its design-forward, socially conscious positioning and bold packaging, appealing to younger, diverse audiences.
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