HONG KONG: Whitehall and InTouch have shifted from the traditional
way condoms are marketed in Hong Kong, moving the focus away from safety
to sexual benefits of using their brand.
Bates Advertising, which created the joint campaign for the two
companies' launch of their latest lines of condoms, resurrected the
"Swordman", who appeared in the original ad in 1998. Using the euphemism
of a sword, Bates turned to cartoon-style animation, with the sword as
"a Chinese analogy for the male sex organ and the sheath as the perfect
analogy for the condom".
The new sheer and beaded condoms have been promoted for their
"sensational sensitivity".
