The aging playboy Hugh Hefner is not giving up on the Israeli market: After attempting to get the attention of Israel’s consumers with a lingerie line and a TV channel, the porn giant Playboy is set to launch its line of condoms in the Jewish state.
The product’s distributor in Israel is Captain Dalia Mishaeli, who retired from the IDF four years ago after 25 year in service.
Mishaeli was first introduced to the product during its launch in Venezuela, where her brother, businessman Simo Mishaeli, conducts business. The two partnered to form a company that makes and markets hair products and cosmetics called Purissima de Venezuela.
Sami and Playboy’s management examined a partnership wherein Purissima would manufacture Playboy’s line of lubricants, a move that led to the idea of marketing Playboy condoms in Israel. Dalia, who is the CEO of Purissima Israel, received the license to sell Playboy condoms in Israel.
The product is scheduled to be launched in July and the event will feature Playboy bunnies from Hefner’s mansion in the US and will be attended by Playboy senior executives.
Currently, negotiations for distribution agreements are underway with Israel’s major drugstore chains and several distribution companies.
Story originally published by Calcalist