BRAND REPOSITIONING : TROJAN CONDOMS

 

Problem: Trojan's branding and communications are an uncomfortable mix of immaturity and inauthenticity. The brand's communication is hyper-sexual and promotes heteronormative sexual norms. As the conversation around sex and sexuality has evolved over the years, Trojan is still stuck in the past.

Taking cues from culture: Sexual positivity, the idea that sex can be a positive force that should be safely expressed and explored, has become mainstream in our popular culture.

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Opportunity: Being one of the most recognizable sexual wellness brands, Trojan should be on the leading edge of the ever progressive sexual culture, not following it.

 

Brand Framework 

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Tone

Not:

Stuffy

Repetitive

Authoritative

Hyper masculine

Product centric

Reactionary

We're:

Mature

Explorative

Conversational

Gender inclusive

Purpose centric

Proactive

 

Brand Essence Video

To bring this new position to life, we created a brand essence video that captures the different elements and expressions of our brand.

After testing our concept with a diverse group of people who were in different phases of their sexual journey, here's the feedback we got:

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Team: Hunter Kelly (Strategist), Cole Hammack (Strategist)

 
Sachee Malhotra