Condom makers shift focus on to sexual benefits

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