Work > Trojan Lubricants
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.