Following a successful "soft launch" of the product late last year, Bates is trying to "break away from the clutter" of traditional condom advertising, which uses 'safety' as the main selling point, by touting the brand's "better fit" alongside the safety aspect, according to Lina Kao, the agency's director of public relations in Hong Kong.
The TV spot dubbed "Swordsman," which was filmed in Sichuan, China, resembles a clip from a traditional Chinese costume drama. But in the ad the characters use a sword and sheath as parallels to illustrate why a "good fit" is important when choosing a condom.
Humorous print, radio and MTR subway ads playfully promote the same theme and were designed to encourage audience participation. Print ads ask readers to "fold along this line to see what happens if the sheath doesn't fit" to demonstrate the concept.
Copyright April 1999, Crain Communications Inc.