The history if the humble condom is a success story that has been happening over centuries. Beginning as a linen sheath that protected from sexually transmitted disease, the contraceptive went on to become a useful way of preventing unwanted pregnancies. Condoms are now made from either polyurethane or latex and are the choice du jour for young people to engage in sex safely. To be able to reach such a status, a certain amount of positive branding had to take place, and one of the most successful has been the marketing campaigns by Trojan Condoms. We take a look at the reputation and history of the company to reveal the success behind the sales.

Back in the 1020s a rubber firm successfully developed a condom that would protect from sexually transmitted diseases and prevent unwanted pregnancies. To get off to a good start when it comes to business success, the company trademarked the barrier contraceptive with the name Trojan. BY 1926, the company had successfully become the first brand of condom manufacturers to run advertisements, which helped seal the monopoly in the condom market. At this time sales outside of pharmaceutical establishments were banned, so it was incredibly difficult for new companies to develop far enough to become an effective competitor in the industry.

In 1930 the company produced the first prophylactic made out of latex using new technology, and to establish itself further used a slogan to back up the brand, an essential factor in marketing. Now Trojan Condoms had an identity and could therefore make itself better known. In 1938, Trojan proved their worth, and boosted its reputation as the US Government destroyed seven million inferior quality condoms, yet not one of them was Trojan.

In 1940 the brand had a chance to target a specific market, introducing extra thin condoms especially for use by servicemen. This was just one of many ‘firsts’ the brand used to boost popularity and reputation. In the late 1960s and early 1970s, Trojan Condoms became the first brand to advertise in a publication, and on television respectively. This marketing strategy ensured that the brand remained ahead of any other competitor by using techniques that form the basis of modern publicity methods.

Thanks to the success of the marketing team at Trojan, when the AIDS crisis struck in the late 1980s, the brand were recognised well enough and had a popular enough reputation that they were able to run an effective campaign to promote safe sex. The trust imbued in the brand meant that sexually active individuals were willing to use condoms to prevent transmission of the disease, an ethos that stands to this day with sales to sexually active young people.

The current campaigns are to highlight the dangers of contracting diseases such as Chlamydia and Gonorrhoea. With a vibrant and successful marketing history, Trojan Condoms could once again make it cool to have safe sex. This goes to show that not all policies in the marketing world are to make money, some strategies are potentially lifesaving.

Dom Donaldson is a marketing expert.
Find out more about Trojan Condoms and other brands of condom at Condom Care.

[tags]Trojan Condoms, condoms, contraceptives, safe sex, marketing[/tags]