Brandon, Mora, and I conducted a case study on the Trojan Fire & Ice campaign that launched in 2010. We analyzed and reported on the goals, research, and strategies that went into making the campaign successful.
At the center of New Jersey, a $2.6 billion company named Church & Dwight Co. Inc. directs a number of consumer brands, and manufactures personal and household care products. These brands include well-known Arm & Hammer™, OxiClean™, Vitafusion™, AIM™ and Trojan™. As a global business, Church & Dwight strives to communicate with consumers in collaboration with public engagement and advertisement agencies such as Edelman. In 2009, the Trojan brand’s upcoming release of its new type of condom, “Fire and Ice,” called for a creative strategy of persuading consumers to purchase the product. Thus, Church & Dwight and its Trojan brand teamed up with MXM Hyperfactory, a content-powered engagement agency that, according to its website, “uniquely gets the intersection of brands, consumers, content and commerce” (HyperFactory 2014). A new campaign emerged, focussing on media-rich advertising units and creating custom content and publisher integrations with popular forms media convergence to a targeted audience. The Trojan Fire and Ice mobile media campaign had a lot to live up to considering the Trojan brand has been America’s number one condom brand and trusted for over eighty years. An article in PR Newswire Association reports of Trojan products received the top ratings from Consumer Reports than any other manufacturer (Trojan Condoms Top Consumer Reports Rankings, 2005).
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