Brief Explanation

With the word condom banned from broadcast media and Durex dominating the shelf space in stores nationwide, all the usual channels of influence were off limits. So how to increase Okamoto's sales and Singaporeans' awareness about the brand? Singaporeans hook up in clubs & bars, but those places don't have condom vending machines. But there's no law saying condoms couldn't be sold outside the current distribution channels. We thought we should sell condoms where the demand is the greatest. Singaporeans don't usually talk about sex, but we decided to create promotional packaging that would be talked about.

The Brief

In Singapore it's practically illegal to advertise condoms. With condoms being sold only in pharmacies and convenience stores where Durex dominates the shelf space, Okamoto needed a new way to reach 18-35 year-old Singaporeans.

How the final design was conceived

At only 0.02mm thick, we thought we could hide an Okamoto condom inside a coaster. We tied up with some of Singapore's favourite bars, and created a special drink, meaning that whenever you ordered a Nightcap, you get our coaster as well. You'll get a condom exactly when you have to have one, without having to make an embarrassing detour past the corner store.

Indication of how successful the outcome was in the market

The coaster packaging made it to several local and even international blogs. People even posted videos online of themselves ordering the Nightcap. Our Nightcap promotion reached 100 000 people in bars, which is pretty good for a brand that wasn't allowed to have any publicity. But most importantly, with our new 'camouflaged' packaging design, we gave Singaporeans a discrete way to purchase a condom just when they need it the most.