Chinese condom manufacture Elasun released cheeky and clever ads with an Olympic theme. They depict athletic stickmen with condoms in place of various sports apparatuses such as basketball nets, bicycle wheels, archery targets and gymnastic rings. A ribbed condom was even used to symbolise the water surface in swimming.
Elasun's English slogan is “Sports make you health†(sic). Needless to say, these ads went viral in China.
The Telegraph (UK) reported that “Olympic villages are reputed to be hotbeds of after-hours indulgenceâ€. At both the 2000 and 2004 Olympics, thousands of free condoms were handed out to athletes and officials.
Key Themes Behind This Trend
- Viral Condom Marketing
- The success of Elasun's Olympic-themed condom ads going viral in China showcases the potential for creative and humorous marketing campaigns in the condom industry.
- Sports-themed Branding
- The use of sports imagery and slogans in Elasun's condom ads highlights the innovation opportunity for incorporating popular sports themes into the branding of various consumer products.
- Condom Distribution at Events
- The distribution of free condoms to athletes and officials at Olympic villages indicates the potential for partnerships between condom manufacturers and event organizers to cater to the needs of participants.
Where This Applies
- Condom Manufacturing
- The viral success of Elasun's condom ads demonstrates the potential for disruptive marketing and branding strategies in the competitive condom manufacturing industry.
- Sports Apparel and Equipment
- The incorporation of sports imagery in Elasun's condom ads suggests a potential partnership opportunity between condom manufacturers and sports apparel and equipment companies for co-branded products.
- Event Organizing
- The distribution of free condoms at Olympic villages presents a disruptive opportunity for event organizing companies to collaborate with condom manufacturers and enhance the participant experience.
