The condom market is crowded with marketers each of whom have carved out a unique niche. Here's a blog I wrote about it in 2012.
So how can Okamoto breakthrough with its message about their Zero Zero Four condom line which proclaims to be one of the thinnest at 0.04 mm? (Faw, 2015)
How about over-the top risqué ads? The campaign's premise is that the condom provides so much sensation that it won't help endurance. That sounds like an idea the target might embrace. But is the creative communicating it clearly? You tell me...
An interesting side note -- to save money the spots were created using inexpensive stock photos from Getty Images and iStock.
Faw, L. (2015, July 28) Okamoto Sells Sex Via Grandmother, Cucumbers. mediapost.com. Retrieved July 30, 2015, from