TROJAN
Trojan Vibrations "a new twist on an old sampling program" – Experiential
What started as a gleam in some new product developers eye ended up on the streets of New York after a few unexpected twists (pardon the pun). Starting with a couple of DRTV spots, a unique approach to sampling and some really terrific WOM this new product launch is really humming along. Awards & Press: Multiple stories appeared in the Post and The NY Times after Bloomberg tried to shut us down. Two political cartoons and a retraction from the Mayor’s office. Oh, and we won Gold at the ADDYS, Gold at the REGGIES and short-listed at Cannes.
Trojan Vibrators: "we've got an app for that too"
As a part of bringing vibrators out of the bedside table and out in the open, we created this little app. What better way to get acquainted with someone or thing to get on a first name basis? Studies show, just as men tend to have terms of affection for their Willie's, Johnson's etc., women, as we all know, place a higher premium on intimacy. Which makes it one thing to wake up with a complete stranger and entirely other to disrespect an intimate friend. So, just like that, The APP not only supplies the user with randomized or customizable names, it clearly demonstrates the products benefits which are the three speed settings and four pulse patterns. You can even set your own pulse, really, whatever turns you on. Awards & Press: Great sex is its own reward and the word of mouth incredible.
Condoms, Vibrators and Lubes, oh my!
One might think that working on a sexual health brand might be an exciting category, in reality, it can be quite tricky. Trojan brand condoms pride themselves on being Class 2 medical devices for preventing the spread of disease. As such we were held to a different standard than our competitors who promote wild displays of cocksmanship. It made for an interesting space to play in and it is what pushed the work into a quirky and humorous tone albeit still a sexual one. Our work included the entire condom line and the launch of their Vibrators and Lubes. Awards & Press: CLIOS, Gold at the Local, Regional & National Addy's, Pro-Awards, REGGIES, Creativity Magazine.
MAGNUM “Livin’ Large” Project
Particularly proud of this one. It illustrates the belief that big ideas need only two things: the right insight and the right passionate talent. Here’s the backstory. Trojan Magnum was (and very much is) an icon brand in the African American community, carried by its social legend, excellent product, and great packaging. A brand that needed no traditional advertising. Then a massive global predator set its sights on knocking the king off his throne. With knock-off packaging. Knock-off product. Big marketing budget. Church & Dwight asked for help, but only if we could show them that we had deep insight into the Urban market. That took one phone call to a brilliant young man who grew up in the heart of an inner-city we helped him become a creative superstar. Meeting him, it took the client about five minutes to grin and tell us to go for it. We gave Magnum its first voice in Atlanta, our competitor’s U.S. headquarters. The insight? Define a Magnum Man as a leader, committed to doing right by his partners, his family, and his community.
We tied into Birthday Bash 15, the biggest hip-hop concert in the East. Created an on-line competition where aspiring artists could submit sample tracks to win a shot to go on stage in front of thousands of cheering fans. (“Hero’s Journey” anyone?)
Of course we wanted a high-profile celebrity partner. And we found the perfect man. Not with our checkbook but with our big idea: Chris (Ludacris) Bridges. Atlanta native. Dedicated community activist.
Not only did he buy in, he went all out: great initial PR. Outreach video to attract artists to submit their tracks (in the end 10X our going-in ambitious target.) Hosted our VIP party the night before and filled it with his all-star friends who share and embody his values. Presented the winner on stage.
Result: competition clearly decided Magnum’s turf is not the place to waste their money.