Sultan is now Tunto

Few consumer product categories evoke as many varied emotions as condom and lubricant products. But what happens when the name on the package is changed? This is how the iconic condom brand’s name change was inspiringly executed.

Advertising Commercial and product PR

Client: Tunto

Executive summary

The name of Finland’s most iconic condom brand, Sultan, was changing. Our aim was to make the new brand name, Tunto, known throughout the market and appeal to a young and new target audience. The emotionally and inspirationally charged campaign served as a reminder that sometimes the best and most intimate moments happen when one keeps their eyes open and boldly connects with another person in the present moment.

Background & challenge

RFSU decided to change the name of Finland’s best known and most iconic condom brand, Sultan. Despite being on the market since 1967, the brand’s name had become hopelessly outdated and did not reflect the company’s values emphasizing equality and inclusivity. Henceforth, the brand will be known as Tunto.

With the disappearance of the Sultan name and its 94% aided brand awareness, the launch had to be smooth. In addition to making the new brand name known throughout the market, it was crucial to appeal to a young and new target audience. However, various distractions of modern life affect our sex lives, and according to studies, young people are no longer engaging in sex at the same rate as before.

How we did it

Creative solution

Sexuality and sex bring joy to life and are a central part of happiness. Therefore, the campaign also conveys this message on all levels. Its goals are to promote equality and inclusivity – Tunto’s core values – and to inspire and bring smiles to people’s faces.

Output

We made a clear distinction. Through PR, we announced that Sultan is now Tunto. At the same time, we provided the general public with background information on the name change and clarified the brand’s current values in their eyes. PR efforts began well before the paid media campaign.
With the paid media campaign, we garnered attention, emotions, and inspiration. As the only Finnish condom brand, it was crucial to avoid category clichés and find a way to introduce the new name to a broad audience.
We reminded people that sometimes the best and sexiest moments happen when you keep your eyes open and boldly embrace another person in the moment.

Campaign in numbers

25.5 M

PR & earned reach
43.7 M

Total reach
3.7 M

Tinder news reach
29.4 M

Campaign impressions
+5%

Sales growth
+24%

Increase in point of sales

Results

Our strategy worked. The media eagerly covered and reported on the topic. The juiciest headline read how a Finnish condom brand was banned from Tinder. PR and earned media coverage had reach of a whopping 25.5 million.

The campaign achieved impressive figures across all metrics. The market embraced the brand refresh, and the brand gained 296 new sales points. Sales increased by a comfortable 5%.

If we think of a 5% sales increase in terms of condoms, it would mean approximately 50,000 new protected encounters.

Want to hear more? Contact us

Iiro Myller

Copywriter Miltton Finland +358 407 718 994 iiro.myller@miltton.com
Taina Kaura

Client lead, Senior communications consultant Miltton Finland +358 408 674 944 taina.kaura@miltton.com