Insight: People do 'it' at the most unusual places in the world. It adds thrill and excitement to something that's already full of surprises. But what adds to this adventure? EPIC - no matter where, when, or whoever you do it with, EPIC is part of it.

THE EPIC SHE WANTS
Insight: Condom ads in the past or present reflect the act or the chemistry between a couple. With this route, we want to change that. We want to lead in with an an-female condom campaign that focuses on gratification. Just her, and the celebration of satisfaction she gets on using EPIC. We want her to lead the conversation of picking the condom the
next time.

Insight: Music is an integral part of sex. Both music and the act have a rhythm to them. Moreover, people have curated playlists to set the right mood. We want EPIC to be the first brand to launch its song and video that sets the right mood for you before and during you make love.