For the past decade, Trojan had been telling a sophomoric story using an effeminate “Trojan Man” in various situations. And the brand had been losing share for nearly a decade. Brandgarten discovered that this story was alienating to many condom-using men and women. They saw the brand as a strong, masculine, protective partner, who made it possible for them not to worry about the sex they were having — and to enjoy it more.
Brandgarten helped the brand grow up.
Our work led to a fundamentally different story that turned the share losses around as soon as social media and television advertising started to use it. Our work led to a new brand tagline, behind which the brand continues to build its business: