>TV ads
TV advertisements for Sagami Original have been aired over the whole country. In those ads we have directly appealed the difference of feeling of this new product. We won the ACC prize that is highly authoritative, and the creativity was highly evaluated.

>Radio ads
Radio ads are for taxi drivers or housewives. During Christmas season we conducted a campaign in which listeners send message of love to his/her lovers in cooperate with radio stations. We got lots of feedbacks.

>Newspaper ads
Full page ads are on newspapers such as Asahi Shinbun and Yomiuri Shinbun which is the largest newspaper in Japan. To create a new category “Polyurethane Condom” we are using simple expression and strengthening the impact. We won The Japan Newspaper Publishers & Editors Association Prize which is the most authoritative prize among Japanese advertisement field. To achieve high acknowledgement of Sagami Original, we put a continuous ads on tabloid papers.

>Magazine ads
We put ads on Magazines mainly in August and December that are the best seasons for condom sales. By selecting magazines according to generation of readers and sales channels (i.e. ads for pharmacy line-ups are on magazines for 30s, ads for convenience store line-ups are on magazines for 20s), we conduct promotion campaign intensively. During 2002 FIFA World Cup in Korea and Japan, we put ads especially on magazines featuring the World cup football games.

>Music Events
To target people in 10s & 20s generation, we are holding an event for safe sex named PROTECTED in every summer and winter, in which representative hip-hop artists of Japan advertise Sagami Original with free samples. This event is featured on TV, radio, magazines etc and arousing many interests.

>Tie-up promotions

• MTV
  Full cooperation on a promotion named Think Loud Stop Aids held and broadcasted by MTV. We made a special version of Sagami Original for MTV and by this we are enhancing the brand value.



• Snowboard field
  Full support to Yanaba Snowboard Park, one of the biggest snowboard fields in Japan, where 140,000 people visit per season and Sagami Original is sold at the rest house. Sagami Original is advertised in snowboard games, and free samples are provided as well.



• Olympic Game
  During Nagano Winter Olympic Game, we provided Sagami Original which was the IOC authorized, to athletes and media and Sagami Original aroused big interests.



• Movies
  We are also doing tie-up promotions with many movies, with advertising Sagami Original in theaters and providing free samples to visitors. One of the biggest topics is a French movie titled Le Placard which was shot at Laboratoires Radiatex, our French subsidiary. Le Placard was released in whole Japan and introduced on many media.