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Joe Lepper

May 17, 2004

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1 minute

MTV in brand extension move with condom launch

LONDON - MTV is to launch its own brand of condoms in the UK this week in a bid to make the buying of contraceptives less embarrassing for young people.

The music broadcaster has linked up with German condom firm Condomi to launch the products.

It is understood that advertising efforts will be supported by Viacom Outdoor, which like MTV is owned by US global media giant Viacom Inc.

The condom range was first launched in Germany and Austria last December to coincide with World Aids Day. The firm is also a partner of the Staying Alive campaign, aimed at raising awareness of HIV/Aids.

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