Rebuilding
a leader
Trojan condoms are America’s favorite by a wide margin, but consumers spent very little time shopping for them at shelf. The embarrassment of looking at the condom shelf in a store drove most shoppers to pick a condom product in seven seconds or less. This limited Trojan’s ability to market to new audiences and introduce new products. The brand personality was very dated and looked like the ‘1970’s’, which made modernizing the brand a priority. Additionally, the company wanted to launch non-condom products win the sexual health aisle. The limited brand persona kept them from marketing to woman or diverse groups with real success.
Trojan condoms redesign
The first step was redesigning the condom packaging to be modern, eye-catching, and energetic without being overtly heterosexual. The new design upgraded and polished the existing brand elements, and turned the box vertically to help shoppers see more product offerings. This also enabled the brand to up-sell consumers to premium offerings.
The new design offered the ultimate flexibility to market to all walks of life. Some products could be overtly male-oriented, while others could be focused on couples, LGBTQ audiences, or experimenters. No matter what the product color, name or design, the strong package architecture held the line together and increased shopability.
New products for sexual health
With the condom packaging successfully redesigned, we launched many new products in the overall sexual health category. This included naming, packaging structure design, product naming, and developing premium design that targeted women.
Brand guidelines
After new products were launch, a larger brand bible was developed to fully explain and define Trojan and its voice.
Print advertising
National print advertising for People magazine was developed to introduce the lubricants products to women.
A public service campaign was created to help consumers understand sexual consent and its implications.
Events graphics
Every year, we created new event graphics for the spring break Trojan pavilion placed in Panama City, Florida.
Website design & social media
The primary website was redesigned to reflect Trojan’s new packaging design and new products. Social media was leveraged to help the brand connect to consumers in a lighthearted, engaging manner.
