Miller said, “it’s not surprising that it is predominantly men that are purchasing it.” “The fact that it’s predominantly considered a male method of contraception,” Ms. Sixty-five percent of the women surveyed said they had never bought a condom.Īndrea Miller, the president of the National Institute of Reproductive Health, said the notion that women might be encouraged to buy more condoms was not necessarily a bad thing - as long as there was still an agreement between partners to engage in safe sex. But it comes in more gender-neutral purple packaging and includes a carrying case that could slip easily (and discreetly) into a purse.Īccording to a 2016 study by the Center for Sexual Health Promotion at Indiana University, which was funded by Trojan, 68 percent of women disagreed that it was solely the man’s responsibility to buy a condom, though only 18 percent of women claim to have purchased the condom for their most recent sexual experience. The campaign introduces a new product, XOXO, that is basically a typical condom. In early June, Trojan will be featured at the top of YouTube for 24 hours. It includes 30-second commercials that will air during prime time on CBS and NBC - a first for Trojan - as well as on networks like MTV, VH1, Bravo and Comedy Central. That is not stopping Church & Dwight Company, the makers of Trojan condoms, from unveiling a campaign on Monday that it considers the most ambitious in the brand’s history. When a company discovered that women accounted for less than one-third of the purchases of its products, it shifted direction to appeal more directly to them.īut when the company is the largest condom seller in America, at a time of heightened divisiveness regarding reproductive rights and women’s health, the situation can get a little more complicated. It seemed like a sensible advertising strategy.
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