License to Sin: Billy Boy Perfumes Celebrate Their Market Debut

Straub & Linardatos - January 2008

Orange, strawberry, tutti-frutti – flavoured condoms are on everyone’s lips. Now the colourful fun products set out to conquer your nose. Just in time for the “Beauty World” in Frankfurt the Luxembourgian cosmetics company MYPA introduce their first BILLY BOY perfume “King of the Night” to the public. And Hamburg-based communication agency Straub & Linardatos once more demonstrates that Germany’s most famous condom brand really has the potential for immediate success.

The new BILLY BOY fragrance is as sporty, young and masculine as their target group. An unusual mixture of extravagant ingredients makes the “King of the Night” an aromatic tribute to a vibrant life filled with joy and style. Fresh jasmine, sensual lily of the vally and aphrodisiac musk – a cheeky olfactory highlight for all nightbirds. A special gimmick: Every night-black flacon is delivered with three complimentary condoms. The best is: With shower foam and shampoo MYPA brings the new fragrance to every home and bathroom.

An average 94% brand awareness and the unchallenged market leadership secure BILLY BOY a dominating position on the German condom market. Like all licensees of BILLY BOY, now also MYPA benefits from the positive image of this congenial condom. “The use of the brand alone attracts a great deal of attention with the final consumers”, said Rüdiger Straub, CEO of the licensing agency Straub & Linardatos. “Exciting possibilities to combine products with add-ons like the BILLY BOY condoms definitely raise sales potentials.”