Marketing 50

Trojan

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As marketing director for personal care, Jim Daniels was part of the Church & Dwight Co. team that handled the 2002 acquisition of Carter-Wallace and its Trojan condom.

The brand may have seemed out of place at a conservative maker of household products, but Mr. Daniels saw big potential for Trojan. "It was very clear that it was an incredibly iconic brand with tremendous recall with its target audience," says Mr. Daniels, 38, now VP-marketing for sexual health.

But because Church & Dwight split ownership of the brand with the financial group Armkel for two years, the company didn't fully ramp up marketing efforts until last year when it completed its buyout of the brand.

Already dominant in its category, Trojan gained 1.7 points to push its market share to 71% in 2004 behind such provocatively named products as Twisted Pleasure, according to Information Resources Inc. figures. Amid stepped up competitive marketing, Trojan has held its commanding share for the eight weeks ended Sept. 4.

Mr. Daniels hired Publicis Groupe's Kaplan Thaler Group, New York, to create a new campaign in June with a sexual health message that could run on network TV instead of the late-nights, where condom ads traditionally were confined.

Trojan still hasn't given up its racier print ads, promotions and product placements, such as one recently in the film "The 40-Year-Old Virgin."

"We don't want to always be too serious," Mr. Daniels says. "But it's important to not be sophomoric all the time."

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