Church & Dwight Company, Inc.: Trojan Man campaign
Mariko FujinakaOVERVIEW
Until 2001 Carter Products Division, a division of Carter-Wallace, Inc., owned the world's largest condom brand, Trojan. Although the condom industry had enjoyed an increase in profits in the late 1980s and early 1990s, by the mid-1990s growth had stagnated. Carter Products hoped to regain customers and to attract new consumers for its Trojan brand with a humorous marketing approach. Public discussion of condoms had been discouraged because the subjects of sex and contraception were considered taboo, but Carter Products believed a lighthearted advertising touch would break through these...