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Published on January 25, 2008

It was not a state-of-the-art gadget like the press expected, but rather ... a packet of condoms.

The red faced-executives told the press corps that the second-largest cellular operator had received hot inquiries from customers asking whether the company's Happy prepaid phone service was expanding into the condom market.

The story began when customers found One Touch Happy-brand condoms on sale in 7-Eleven stores.

Some DTAC customers have been wondering if the company has entered a completely different line of business, because the condom brand name resembles DTAC's well-known slogan "Happy DTAC".

Some even inquired whether being DTAC customers would entitle them to any special promotion if they bought the condoms.

After a flood of inquiries, chief commercial officer Thana Thienachariya laughingly reacted to the product and told his staff that Happy would distribute a press release next week explaining that the family-planning product did not belong to DTAC.

When asked by the press about the mix-up, CEO Sigve Brekke looked serious and frowned, saying he did not appreciate the product.

Of course, he said, breaking into a broad smile, that if he were the manufacturer of the condoms, he would offer the product as prepaid and post-paid.

Then one of his staff asked him how many Os should be in the product, alluding to DTAC's new corporate slogan, "Feel Goood", which has only three. Brekke simply said: "Feel goooooooood."

connected@nationgroup.com