Sagami Rubber wins Gold at Cannes for condom campaign

ERJ staff report (DS)

Tokyo -- Sagami Rubber Industries Co., Ltd. has been awarded gold in both the film category and the PR category at the "Cannes Lions International Advertising Festival" for their website entitled "Love Distance - Our distance, a billion millimeters." created in October 2008 with the goal of raising global awareness of the Sagami Original 0.02 brand of condoms.

Sagami Rubber Industries wanted to promote the idea that a certain distance is necessary in love. To achieve this, the Love Distance campaign committee was establishedin October, and the site opened on December 1, 2008. As a result of the campaign, monthly sales of Sagami Original 0.02 for December 2008 were up 24% compared to sales for the previous December.

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Press release from Sagami