We wished to focus our analysis on the French market with its symbolic brands. However, we found interesting to see what it takes place abroad.
The sexuality is a theme handled very differently from a society to another one. Indeed, every culture adopts an approach which is proper to each. It is necessary to adapt the selling strategy to the people whom it addresses, in particular for the case of the sexuality which is particular, because it is very often a delicate aspect, or sometimes taboo in certain cultures.
Thus, we have noticed that advertisements can be classified in two big generic categories according to the selling arguments: the fear or the hedonist aspects (sex, humor,…).
For example, in Europe, we shall note that advertisements turn around the humor, but also the sex pleasures, as makes Durex either Manix.
Durex advert « Be exotic »:
On the other hand, in the United States for example, the condoms brands will tend more to focus their advertising campaign on the fear, as in this advertising proposed by Trojan.
Trojan advert : « Stop and think »:
Another advertising realized in the United States demonstrated well the fear the condoms brand wishes to convey. Indeed, an American advertising campaign launched on MTV, addressed to teenagers, shows a man affected by the HIV during a sexual relation with a new partner. Further the sexual act, the man gets up, grasps a weapon and shot on his partner. This advertising freezes the blood. The envy here is to broadcast a clear message: transmit AIDS is a murder.
From the side of the Latin America, in Brazil , DKT brand is playing with erotism and fun with its new range of coloured and scented condoms called « Prudence Caipirinha », an iconic Brazilian cocktail made from cachaça, lime and sugar. They reckon on that the condom Brazilian consumer likes different things and is becoming more sophisticated, looking for something funnier.
DKT advert: « Prudence Caipirinha »:
In China, the positioning is pretty clear for the Chinese condom company Elasun: « Sports make you healty ». In the line of the 2008 Olympic Games, they declined their ads according the safest Olympic sports: archery, cycling, rings, swimming and here below basketball. In the same time, the brand wanted to communicate through a « safe sex message », that is to say if condoms are currently used, they can be very effective.
Elasun advert: « Sports make you healthy »:
To continue, « the country of the Rising Sun » is highlighting the importance of being together. A serie of ads from a Japanese sex shop « Condomania » shows couples packed in vacuun-sealed futon bags. With their slogan « Preserve the love. Wear a condom », love is at the heart of the campaign, and they emphasize on the fact that human beings are not completed if they are just by themselves.
On a different note, something really specific to Japan is their worship for the « animation culture ». They love funny characters, coloured and childish products. Here, the monkey, the cupcake, the sea otter, a even a porpoise are illustrating the condoms.
Written by E.G & H.Z
Sources :
http://www.huffingtonpost.com – « Condom Flavors Like Strawberry, Caipirinha, Key to Social Marketing Success in Brazil »
http://www.bestmswprograms.com – « 10 Brilliantly Creative Condom Ads »
http://inventorspot.com – « The Top 10 Weirdest and Funniest Japanese Condoms »
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