Post-Test of New Chishango Marketing Campaign

Executive Summary

The new look Chishango was launched in May 2002 with changes on the packaging and visual adverts. Roughly six months later, a qualitative research study was commissioned to explore the youths’ attitude on the new chishango and the related visual adverts. The specific objectives of the study included finding out youths’ perception of the new packaging, their opinion on the new brand positioning, and their opinion on the visual adverts. The study was carried out among youths aged 15-25 years. The break characteristics of the groups depended on gender lines and whether they are from rural or urban areas. A total number of 6 Focus group discussions (FGD) with a number of 5-10 participants were carried out in Blantyre urban and peri -urban areas and Zomba rural area. Two in-depth interviews were carried out among rural male chishango users since FGDs could not be mobilised.

The findings from the study reveal that most youths who participated in the study find the new Chishango product appealing. On the packet, most participants indicated that they find it convenient because it has a common box shape unlike the old one that had a unique shape and everyone could easily know that one is carrying Chishango in his or her pocket. Most study participants said they liked the picture of a woman’s thigh on the new Chishango packet because it is attractive and sets the sexual mood unlike the old one which they said was out of context. However, most urban female non-users considered the picture a taboo because they said it exposes women’s nakedness. Most male participants had their own interpretation of the picture of a woman’s thigh on the new chishango packet and inset on the posters. They said that the picture is teaching
men not to be fooled by the physical appearance of a woman because she might have STIs. To illustrate this interpretation, one participant had this to say:

“ukaona mwendo osalala usapusisike mkatimo simulibwino gwiritsa ntchito chishango” (don’t be fooled with a smooth leg (thigh) because the inside might be damaged, use chishango). :

On the instructions leaflet, most discussants felt that it was well illustrated and clear. They also said that the separate leaflet makes the instructions convenient unlike in the old Chishango where users could easily tear the packet together with the instructions because the instructions were printed just inside the packet. However, the fact that most study participants only concentrated on the instructions side of the leaflet reveals that few of them pay any attention to the ‘Myths and Facts’ side. (As a matter of fact, only one participant said anything about the ‘Myths and Facts’ side of the leaflet).

Most study participants also liked the foil because they said it was attractive and unique. They particularly liked the white “Chishango” text pattern and the blue background. Most male Chishango users said they find the condom of the new Chishango to be softer, well lubricated, and smaller than the old one. They said they enjoy using the new Chishango than the old one. Some female Chishango users indicated that the new Chishango condom is stronger than the old one. They said it does not burst easily as was the case with the old one. Very few participants indicated that they don’t actually notice any difference with the old one. On Chishango positioning, most participants felt that the new Chishango is for everyone as long as s/he has sex. However, most female urban users felt that the new chishango ispredominantly for ladies because it is the woman’s responsibility to say ‘no’ to sex without a condom. Most rural female participants also felt this way because there is a picture of a lady on the packet of the new chishango. On the other hand, some male participants felt that the new Chishango is for men because they are the ones who propose women. Some male discussants felt this way because it is a man who puts on a condom.

Most participants indicated that the benefit of using Chishango is that the users are protected from STIs, particularly HIV/AIDS and early pregnancies. However, most urban female non-users felt that the new chishango, and indeed all condoms, cannot prevent HIV/AIDS hence has no benefit to the youths. They said that condoms can burst during sexual intercourse hence not reliable and no benefit to the youths. On the new Chishango adverts, most urban participants had seen the adverts and were able to describe them in detail. However, most participants in the rural areas said they had never seen the adverts (nor the new Chishango itself). The few who indicated they had, said they saw the adverts on one of their visits to town. They however could not describe the posters they saw in detail. Most of those who saw the adverts indicated that they liked the adverts because they are attractive. They said they are attractive because they depict real life situations e.g a market setting in the rural “okaona” poster, people at a sports centre in the urban “okaona” poster and three guys chatting at a restaurant or hotel in the “Talk Lifestyle Talk Chishango” poster. Most participants easily linked the pictures on the posters with the proverb. They said that the message relayed is that people should always be ready by carrying and using Chishango every time they have sex to protect themselves from STIs. Thus, most participants considered the new Chishango as a product meant to protect them from STIs.