Germany's leading condom brand Billy Boy, acquired by Jarden in 2010, expands to U.S.; products aimed directly at consumers 18-25 years of age

Michelle Rivera

Michelle Rivera

Jan 23, 2012 – PRNewswire

HACKENSACK, New Jersey , January 23, 2012 (press release) – BILLY BOY, Germany's top selling condom brand, expanded nationally in the U.S. this month with a mission to excite a complacent category and its consumers.

BILLY BOY condoms, which launched in 1990, quickly grew to be the leading condom brand in Germany in only seven years by taking a differentiated, edgier approach to sex. BILLY BOY has a similar opportunity in the U.S., with unique products aimed directly at the category's core 18-25 year old male consumer. With more than a dozen new products, including Beaded, Special Comfort and Extra Lubricated, BILLY BOY offers a broad array of features to fit any style. Armed with these products, consumers will be enticed by the promise that they will "Do It Better" according to Matt Shifrin, BILLY BOY's general manager for North America.

"With the confidence of German engineering and manufacturing behind every condom, BILLY BOY consumers can focus on their own performance rather than the feel of the condom," Shifrin said. "Sex is about fun, excitement and pleasure, yet many of the condom brands in the market today seem to have forgotten that. BILLY BOY is here to let every guy know there is an exciting new condom that fits them perfectly."

BILLY BOY elevates condoms to a culture-driven purchase instead of a need-driven expense. After launching in New York in 2011, the brand has quickly gained traction with the college-age demographic through a compelling program of sampling, social-media, collegiate promotion and event-based marketing. Acquired in 2010 by Jarden Corporation (NYSE: JAH), BILLY BOY is supported by a strong brand culture and a willingness to invest for success. Distribution has grown nationwide, with placements at Bartell Drugs, Duane Reade, and Walgreens locations as well as online at Amazon.com and CVS.com.

About BILLY BOY:

BILLY BOY, Germany's leading condom brand, offers a full line of products in the U.S. that deliver better performance from German engineering. The brand's unique and edgy approach resonates with the category's core consumer, males 18-25 years old. Over a dozen varieties of BILLY BOY condoms can be found at U.S. retail outlets nationwide. For more information on the brand's events, products and promotions, or to find out how you can "Do It Better," visit www.billy-boy.com or BILLY BOY's Facebook page at www.facebook.com/BILLYBOYUSA.

About Jarden Corporation:

Jarden Corporation is a leading provider of a diverse range of consumer products with a portfolio of over 100 trusted, quality brands sold globally. Jarden operates in three primary business segments through a number of well recognized brands, including: Outdoor Solutions: Abu Garcia®, Aero®, Berkley®, Campingaz® and Coleman®, ExOfficio®, Fenwick®, Gulp!®, K2®, Marker®, Marmot®, Mitchell®, Penn®, Rawlings®, Shakespeare®, Stearns®, Stren®, Trilene®, Völkl® and Zoot®; Consumer Solutions: Bionaire®, Crock-Pot®, FoodSaver®, Health o meter®, Holmes®, Mr. Coffee®, Oster®, Patton®, Rival®, Seal-a-Meal®, Sunbeam®, VillaWare® and White Mountain®; and Branded Consumables: Ball®, Bee®, Bernardin®, Bicycle®, BILLY BOY®, Crawford®, Diamond®, Dicon®, Fiona®, First Alert®, First Essentials®, Forster®, Hoyle®, Kerr®, Lehigh®, Leslie-Locke®, Lillo®, Loew Cornell®, Mapa®, NUK®, Pine Mountain®, Quickie®, Spontex® and Tigex®. Headquartered in Rye, N.Y., Jarden ranks #379 on the Fortune 500 and has over 25,000 employees worldwide. For in-depth information about Jarden, please visit www.jarden.com.

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