Hopefully 18-24 year old males will get it.

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.

http://pjlehrer.blogspot.com/2012/07/let-battle-of-condoms-begin.html

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...

https://www.youtube.com/watch?feature=player_embedded&v=HbEKTGYnBHU

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

http://www.mediapost.com/publications/article/254856/okamoto-sells-sex-via-grandma-cucumbers.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=84780

Let the battle of the condoms begin.

Three leading condom manufacturers – Trojan, Durex and Lifestyles, have recently launched vastly different social and experiential campaigns as they battle for market share.

Trojan has formed a partnership with Healthguru.com, and will be sponsoring an interactive video series dealing with questions about – you guessed it -- sex.

Durex has introduced a new Facebook app to help couples choose the perfect mood music for lovemaking.  And they partnered with Ice T and Coco for a Facebook event/Twitter party.

Finally Lifestyles has chosen to partner with Identity, a touring electronic music festival.  They will be distributing free samples at 15 concerts this summer and hosting ticket giveaways on their Facebook and Twitter pages. (Sass, 2012)

They all strike me as interesting approaches.  I wonder if any of them will be successful.  What do you think?  Will any of them make you change your brand preference?

Sass, E. (2012, July 13) Condom Brands Step Up Marketing Efforts.  mediapost.com. Retrieved July 18, 2012, from

http://www.mediapost.com/publications/article/178717/condom-brands-step-up-marketing-efforts.html?edition=49029