Health and Wellness > A: Consumer Products

TATTOO

OGILVY & MATHER JAPAN, Tokyo / SEA ROAD INTERNATIONAL CORPORATION / 2015

Awards:

Bronze Cannes Lions
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Overview

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OVERVIEW

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Japan is a strict market in terms of regulation for healthcare products but the serious restrictions are cultural above anything else when it comes to condoms. Japanese men don’t appreciate the use of condoms and the patriarchal society makes it hard for women to express a contrary opinion. Condoms’ advertising is not regularly seen on the media as this is considered an embarrassing subject. The brands that advertise are also the ambassadors of a new social mentality.

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