Trojan Condoms: A Sample of Marketing Creativity
There are numerous brands of condoms manufactured and distributed in world markets. However, only a few names dominate the markets. Condom users have set various standards in their choice of specific condom brands. Trojan condoms are particularly among the best known in their league. Experts cite one distinguishing feature for which the condom brand is popular, and that is: strong marketing strategies.
When it comes to condoms, Trojan is the pride of the United States. One logical reason is that the brand is manufactured locally for the US market by a latex company called Church and Dwight Company, which is also a popular manufacturer of household and consumer products. To date, Trojan accounts for about 70.5% of the US condom market. The brand is sold in almost every major pharmacy and retailer across the country and most of its products are still made in the US.
Comparatively, Trojan is not as popular as its stronger rival Durex when it comes to overall global sales. But in his home market, the United States, Trojan condoms are the most popular. It is estimated that in the US market, the brand is four times more popular than its closest competitor, still Durex. Therefore, there is a sense in the advertising slogans that herald Trojan’s dominance as the #1 condom brand in the US.
Trojan condoms made their debut on the American market in the 1920s. The original manufacturer was New York-based Young’s Rubber. From the beginning, the hype was already used in the sales of the products. In 1987, Trojan became the record holder as the first American condom brand to have a television ad air. The brand’s 15-second commercial was seen three times in February of that year on San Francisco-based KRON-TV.
Trojan was meticulously marked. The company made sure the logo and packaging design made an impact. The helmet symbol on the boxes was very effective in symbolizing virility and protection. The company logo was also very carefully designed and removed before it was finally put into use.
The most aggressive marketing campaign for Trojan condoms was the online games called Trojan Games launched in 2003. The website was created to convince UK users to switch to Trojans. In the campaign, online readers were comically led to believe that a special Olympic Games would actually be held in Bucharest for sexual performance. In 2006, the videos and materials used on the website were among the most searched and viewed on Google videos and YouTube.
Aside from that, American pop culture helped Trojan gain popularity. For example, the word Trojan referring to this brand of condom was mentioned in songs released by popular music stars such as Prince, Billy Joel, the Black Eyed Peas, and rapper Fabulous. There are also some Hollywood movies where Trojans have been observed to be referred to as condoms. Among them are World History, Trojan War and The 40-year-old Virgin. As such, Trojan has been deeply ingrained in the American subconscious as the first condom product.
The Trojan is known to post the most talked about ads. People, especially Americans, equate the brand with general protection against sexually transmitted diseases and unwanted pregnancies.
