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