Educating the population about condom usage in Brazil takes persistence and overcoming preconceived notions. To wit, there's a common saying that “sex with a condom is like eating candy with the wrapper on” – an old perception that slows the STD prevention investments made by brands and government. To counteract this common saying, as well as highlighting the benefits of the new Jontex Real Feel – a latex free condom, that, according to the company, allows for real skin-to-skin touch sensation – the brand, in partnership with BETC São Paulo, launched a campaign with an unusual concept: an edible candy wrapper.The edible wrapper was designed to prove that eating candy with a wrapper on and having sex with a condom can both be rewarding. The brand sent a special kit with the candy and the new Jontex Real Feel to digital influencers and distributed samplings in bars. CreditsClient: Reckitt BenckiserBrand: Jontex Agency: BETC São PauloCCO: Erh RayCreative: Rodolfo Barreto, Daniel Schiavon, Alexandre Ravagnani, Chico Lucas, Americo Vizer, Fillipe Abreu, Gustavo Guives, José Pedro Bortolini e Vitor PradoCreative Project Management: Gabriela MullerBrand&Business: Daniela Keller e Luana GregorioCommunications & PR: Camila NakagawaStrategy: Renata Bokel, Utymo Oliveira e Paula LinsChannels & Engagement: Carlinha Gagliardi, Felippe Sobrinho, Ruy Neto, Artur Martins e Herlan HonoratoProduction: Mariane Goebel, Anna Ferraz, Julia Padovan e Daniela NammurGraphic Production: Gilmar Souza, Carlos Valeriano, Robson DeVitto, Plínio Junior, Márcio BrusaferroProduction Company: Corazon FilmesDirector: Premier KingMotion Producer: Tiago HasegawaAudio Production: Cabaret StudioClient Approval: Guilherme Nogueira, Paula Neves e Juliana Rufino