“Go all in – but play it safe” so says the copy on Ladbrokes-branded condom packaging. Ladbrokes is a Swedish gambling company which decided to hand out condoms as a promotional item. Another version of the packaging reads, “Don’t play with fire – Play with us!”
Ladbrokes’ Andreas Gillberg explained the thinking behid the promotion, saying, “We came to think about the fact that condoms – just like Ladbrokes – is all about safe transactions. Just like our games, it’s about excitement and safety at the same time”.
Interesting. So sex is just a “transaction” in Sweden? Hey, we’re all for casual sex but we like to think of it as a bit more meaningful than a poker bet.
