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make start pageTrojan condoms new ad turned down by Fox and CBS |
Jun 22, 2007 |
Beautiful women are sitting in a bar full of pigs, when one of the pigs goes to a man's room taking a condom from vending machine and turns into a handsome guy who is now welcome by a blond girl. This is a new commercial promoted by Trojan condoms that is headed under slogan "Evolve. Use a condom every time."
However, Fox and CBS both rejected the ad as inappropriate. The designers of the "evolve" ad said they intended to create a commercial that would highlight the health and safety problems. Though the ad looks entertaining, it was not accepted by major networks. Fox said the ad should "stress health-related uses rather than the prevention of pregnancy", while CBS think that the campaign is inappropriate for "network even with late-night-only restrictions."
Previous Trojan's ads were accepted by both networks as that time the campaign was aimed at preventing HIV. Many networks welcome an ad that would display the sexual disease prevention rather that pregnancy prevention.
Now the ad is planned to be on other networks including ABC,NBC, MTV, Comedy Central and Adult Swim and many print advertisements will be featured in magazines, like Cosmopolitan and Glamour and web sites.
Trojan company is working since 1927 and has the 75 percent share of the condom market in comparison to Durex 15 percent. Jim Daniels, vice president for marketing said that US should increase the use of condoms as only one out of four sexual acts was performed with a condom, which is too little.
In 2006 Trojan conducted a research that involved the study of 100 colleges and universities published in Sexual Health Report Card where their brought in the issues of sexually transmitted diseases, sexual assault and condom availability. The company is now more and more aimed at women customers as potential buyers and additional features to make condoms more appealing encouraging condom purchase. As many people are reluctant to use the condom, the erotic accessory to this product may attract potential customers.
I have seen the piggy ad, and find it inoffensive. I also find it to be rather ineffective. There is no answer to the "why" ... no "sell" of the product for a reason. All it does is tell you that there are machines that sell Trojans in clubs. That's not enough.
