Thai condom makers focus on fun, rather than promoting sexuality

Thai Nippon Rubber is one of the region’s largest condom makers, producing 1.2 billion condoms a year. The company exports 80 percent of its products to South America and Europe, where each adult use three condoms per year in average, compared to Thais, who use around 1.5 condoms per capita, and Indonesians who struggle to use even one, Global Post reported.

According to Pailin Chintradeja, marketing manager for Thai Nippon Rubber’s One Touch brand, government fears of moral backlash have led to regulations that restrict condoms from being marketed as sex products.

“Labeling is a problem,” says Pailin. Regulations ban condom boxes from showing fruit or flesh, so marketers must come up with creative packaging, which speaks of sex through graphics. One Touch has displayed a smiley face to promote extra thin condoms called Happy, and an anime-looking couple to attract youth to its Sweeteen brand.

The idea is to use a fun, relaxed message to change people’s attitudes about condom use, says Mechai Viravaidya, a former senator whose contraceptive advocacy efforts earned him the title Mr. Condom."


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