Sales of Trojan condoms were soft last year — so the company is expected to launch a new marketing campaign aimed at getting women to buy more of their product.
The maker of the Trojan brand — Church & Dwight Co. — just introduced the XOXO condom, ditching its tongue-in-cheek marketing for a more serious tone about relationships and packaging the products in a nifty purple “discreetly decorated box.”
“There’s a small stigma associated with buying condoms,” said Stephanie Berez, group brand manager of the Trenton, NJ-based company.
“And XOXO is aimed at making people feel more comfortable.”
It’s no surprise that over two-thirds of condom purchases are made by men, with nearly a third of women believing that it’s a man’s responsibility to buy them, according to a survey conducted by Indiana University Center of Sexual Health.
Condom sales have been squeezed in recent years by the rising popularity of other forms of birth control, namely IUDs, said Berez.
It’s the second time in more than a decade that Trojan has targeted women with a specific product. The last one, Elexa, flopped because it was sold in the feminine hygiene aisle.
Source: New York Post