We saw a way to make a product launch both test breaking and breathtaking.
  • Challenge: Competitors have used problem/solution to talk about lubricants which in some ways has only helped keep the category stigmatized.
  • Strategy: Show that Trojan Lubricants enhance the sexual experience with a sensitivity and sophistication never used in the category.
  • Big Idea: Stunning moments (The Afterparty, A Night In, The New Apartment) set to a cover of Elvis' song "All Shook Up."
  • Result: Within 6 months, we garnered almost 10% share of the lubes category, thereby catapulting Trojan to its best sales year in history.