Okamoto has a problem. Positioned as a "creative and fashionable" condom manufacturer, young consumers aren't buying into the idea.
But a new campaign featuring its ambassador Peter Ho to aims to reverse this.
“In order to flag the brand as a ‘safer sex partner’, we created the campaign with an emotional approach associated with love stories to resonate with the young target group,” said Wallis Chow, chief marketer of Okamoto.
“The diversity of our products confuses consumer and they are yet to be able to associate our products with our brand. We hope to strengthen the linkage between our products and our brand through this campaign,” he added.
We hope to strengthen the linkage between our products and our brand through this campaign,” he added.
http://www.youtube.com/watch?v=AzkhXCaCWJM
(Gallery available on web)
Aside from the ad campaign, Okamoto also gather attention on Roadshow program and via booth promotion and stage game at Lan Kwai Fong throughout the year during "Lan Kwai Fong Beer & Music Fest" in July, "Lan Kwai Fong Carnival" in November and the up-coming Christmas Eve function.
One of a game session at "Lan Kwai Fong Beer & Music Fest" saw the company asked competitors to pump up Okamoto condoms in an effort to promote the product’s quality.
