"Japanese Firm Moving into U.S. Condom Market"

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Important note: Information in this article was accurate in 1988. The state of the art may have changed since the publication date.

"Japanese Firm Moving into U.S. Condom Market"

United Press International (12/21/88)

Abstract: Stratford, Conn.--Japan's largest condom maker is looking to corner a part of the market in the U.S., where the AIDS epidemic has contributed to a yearly increase in sales of about 25 percent since 1985. Okamoto USA, Inc., which controls 60 percent of the condom market in Japan, plans a $2 million print advertisement in the coming year to market four brands, including one targeted to women. The company's general manager, Hisayuki Naito, says condoms are "a very positive and very serious product" in Japan, unlike the U.S., where "people joke about them." One ad the company will use features two fingers stretching a condom. Okamoto says it will be the first American ad to actually show a condom. Commenting on the company's ability to break into the U.S. market, Salomon Brothers Inc. analyst Diana Temple says, 'If people are embarrassed to even say the word 'condom,' they're going to be reluctant to search for anything other than the tried and true brands."
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