TROJAN BRAND ACTS
Sext Us, Instead
Four weeks into quarantine, isolation was setting in and temptation was rising, and after seeing reports of sex toys selling out in Italy, we anticipated the same behavior would soon follow in the U.S. Our strategy was to give people a better, safer outlet, keeping Trojan top of mind without encouraging anyone to break quarantine. We brought that to life with "Sext Us, Instead," inviting people to DM an eggplant emoji in exchange for Vibes and Lubes, grounded in the truth that you are your safest sex partner.
We extended the "Sext Us, Instead" program with social content highlighting NYC Health's COVID sex guidelines, which gained traction on Twitter for their unexpectedly bold tone.
You Could Be Having Sex Right Now
Eight weeks into lockdown, a hilarious stat revealed couples were baking bread and rewatching TV more than they were having sex, despite being home together. Our strategy was to meet that behavior head-on and reframe it, reminding couples they didn't need to make another TikTok or bake another loaf, they could be having sex right now. We brought that to life with "You Could Be Having Sex Right Now," inserting Trojan into everyday at-home moments and turning them into missed opportunities for intimacy.
To continue reminding couples to have sex at home, we published a bread cookbook on Amazon with 69 pages of suggestive bread recipes, where each recipe's rising time was also a recipe for sex.
You Are Not Chewed Gum
In abstinence-only sex education, young people are often taught through shame, using metaphors like a chewed piece of gum to suggest they lose value after sex. Our strategy was to flip that metaphor on its head, reclaiming it as a symbol of empowerment and positioning Trojan as a voice for honest, sex-positive education. We brought that to life by building a massive gum wall on the National Mall, inviting people to chew, stick, and take a stand, turning a symbol of shame into a public act of protest.
