Chinese Condom Maker Scores Ambush Marketing Olympic Gold

Posted by: Frederik Balfour on August 15, 2008

Following on our ongoing discussion of ambush marketing at the Olympic Games prompted by Li Ning’s air walk, here’s another cheeky attempt to free-ride on the Games. According to the blogsite Condomunity Chinese-condom maker Elasun has come up with some clever campaign to place its latex products in Olympic event settings although it is not an official sponsor. In a brilliant piece of viral marketing on the internet, it has produced images such as two unrolled rubbers suspended from ropes to suggest the men’s gymnastic rings, a single condom becomes a basketball net, while another pair become the wheels of a bicycle. In the visually most powerful image of all, the ribs of an inflated condom become the waves of a swimming pool through which a stick figure does the free style. That’s a lot cheaper than trying to pay someone like Michael Phelps to endorse your products. The photos all carry the caption “Sports make you healthy”, which is a nice tongue-in-cheek nod to Mao Zedong’s maxim “Promote sport to enhance people’s health.”

A tip of the hat here to blogger Stephen Hutcheon whose site will provide you with great images and an interesting commentary. By the way, if you are interested in purchasing some Elasun condoms, here is the company’s website. It also features a hilarious video clip of one of its advertisements.

Reader Comments

susieb35

August 15, 2008 10:31 PM

stupid choice for a non paying advertiser.

foolish.

ellena

August 18, 2008 12:20 PM

this sounds hilarious. But Elasun got its way.. Now everybody is making fun of it.

Steven

August 18, 2008 11:38 PM

That's smart and creative marketing. It does not mention Olympics at all. Do you think the company breaks any rules? I doubt it.

grim

October 2, 2008 5:19 PM

go to one condoms.com and check out the presidential condom challenge

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Bloomberg Businessweek’s team of Asia reporters brings you the latest insights on business, politics, technology and culture from some of the world’s biggest and fastest-growing economies.

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