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.

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.

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.

However, 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.