1.⁠ ⁠The problem A major issue in Kazakhstan revolves around the absence of comprehensive sex education, gender inequality, and a culture of shame. In Kazakh culture there is a phrase "Uyat", which means shame and embarrassment. Topics related to sex, sexual remedies and first sexual experiences have long been Uyat. 2.⁠ ⁠The solution Creating a domestic condom brand, redefining sexual culture through design and communication. 3.⁠ ⁠Consumer Insight The key consumer insight of the OT brand consists in understanding that in Kazakhstan a man purchases condom, but the decision to use them is most often made by a woman. The OT brand strives to be not just a product, but also a symbol of harmonious and healthy relations between the genders, promoting the principles of equality and mutual understanding in the intimate sphere. 4.⁠ ⁠Design "O" symbolizes a woman, "T" represents a man. This design attracts the attention of consumers with its ambiguous play with letters, shape and meaning. Brand have the rebellious, fiery character Sen - means "you", created for her with pimples Sez - means "feel", created for him from ultrathin latex Segiz - means "eight", created for the long-term pleasure of both partners