It was in 2002 when, for the first time, a condom brand, Manix, have sponsored a TV show in France on TF1 (private national TV channel). It was about “L’île de la tentation”, a reality TV show broadcasted during the second part of the evening and inspired by the American TV show “Temptation Island”. Four couples have to test their love facing with singles temptation during twelve days.
Five years later, Manix has reproduced its partnership with another French reality TV show again broadcasted on TF1 and during the second part of the evening: Secret Story. This program is inspired by the show Big Brother: isolated candidates during a couple of weeks in a house where all rooms are equipped with camera. Each of them has a secret and has to discover the secret of other candidates.
Manix advertising before Secret Story: 
It is essential that the condom brand is credible about its partnership with reality TV shows. This will enable it ensuring an optimal image transfer between the TV show and the brand.
Both L’île de la tentation and Secret Story are fully consistent with the targeted product: the condom. And people between 15-34 years old are not only the target of these reality TV shows but also of Manix condoms.
However, these reality TV shows arise an issue: the image spread by these programs to their targets. For instance, in both cases, there is adultery. In its ads, Manix wanted to highlight a message regarding the adultery which is: adultery, why not, but in pleasure and safety.
Manix went further in its partnership with Secret Story: a former candidate from season 3, Daniela Martins, appears in their latest ad for the Manix Skyn condom collection.
Besides, these reality TV shows are broadcasted during strategic times:
- On night, during the second part of the evening (except the Secret Story daily broadcasted around 6:00 to 7:00 pm from Monday to Friday);
- During the weekend: the Secret Story weekly on Friday night and L’île de la tentation on Saturday night
- In summer: July/August for L’île de la tentation and June to September for Secret Story.
It is not a coincidence if these strategic times are aligned with their targets (15-34 years old). Indeed, people between 15-34 years old get out more on weekend nights during summer. Summer has always been a window of opportunity for advertising launch of condoms because they are more likely to use a condom. For example, summer is a key time for Manix advertising.
Written by L.K
Sources:
“Manix: Jouissez sans entraves”, article extracted from the website Stratégies.fr
“TFI-M6 : la bataille des sponsors” article extracted from Le Parisien newspaper
“Les 20 marques de l’été: Manix, le coup de chaud estival” article extracted from Atlantico.fr
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