A condom manufacturer's new advertising campaign that links sports with sexual frustration is too racy for several of the magazines targeted to run the ads. Last month, Ansell Healthcare Products launched its "Haven't gotten any lately?" campaign for Lifestyles condoms and got rejected by seven of the 12 publications approached. Acceptance of the ads is still pending in several cable television markets.
"The double standard of 'kiss and don't tell' makes it almost impossible for condom manufacturers to market their products via traditional outlets, such as advertising," says Carol Carozza, Ansell's VP of marketing.
Using humor as its hook, the campaign's tag line and image of blue athletic balls makes light of an uncomfortable sexual situation some men experience. The campaign's objective is to make men laugh, which is more effective than being preachy about safe-sex issues, says Carozza.
The campaign, created by SSD&W in Montville, N.J., includes cable, radio, print and the Internet. The print campaign, which hangs in the balance, is targeting extreme sports publications like Snowboarder, Surfer, Box and Slam.
(Ansell Healthcare Products, Lynn Peterson, 404/231-1132)