Real. Good. Sex.
Hey, sex is fun. Sex is natural. Without sex there would be no you or me so let’s stop pretending it’s something to be scared or ashamed of. And lets embrace it as something healthy and awesome to our lives.
TV
Series of TV spots challenging conventional views on sex
Social Media
From the Earl of Condom to the world’s first vibrator. Every month we created a calendar of content designed to educate our fans about sex in fun and informative ways. Below is an example of how we live tweeted during the VMAs.
Website Redesign
We turned focus of the website to be more about pleasure. For the first time we combined Trojan vibrators, condoms and lubes all into one place.
Trojan Games
Now an annual event, the Trojan games invited Spring Breakers to compete for medals and glory. The games opened each morning with the Trojan torch being carried down the beach by an attractive couple. Various events challenged attendees to pull, jump, dance and slide their way to victory. We even had a giant 30 foot condom as our center piece.
OTHER BRAND INITIATIVES:
“New Groove” Condom Launch
TV
The features of new Groove condom were a little hard to explain, so we decided to hammer the point home – two times!
“Pledge to ask for consent” Campaign
On-campus sexual assault has become has become front-page news across colleges and universities. So we launched a new campaign designed to normalize the conversation by turning the traditionally negative expression “asking for it” into a rally cry for change. Supported by social media, print, radio, events and OOH – we asked students to take the pledge to ask for it before “it” happens.
Chris Stevenson 