72andSunny New York beat out several other unnamed agencies to win lead creative duties on the Trojan condom brand after a review.
Later this summer, the agency will launch its first campaign with the goal of addressing a new generation on evolving attitudes and behaviors around safe sex.
Ecd Justine Armour referred to the brand as “the holy grail of creative briefs,” adding, “We’ve loved getting to know the team so far and having a chance to shape the cultural conversation around why using condoms is so important.”
The client’s vp of marketing, Bruce Weiss, cited 72andSunny’s “truly insight based and impactful” work in explaining the brand’s choice.
Trojan has not had an AOR in several years, working instead with a rotating roster including Brooklyn’s The Joey Company and Colangelo of Connecticut. The former agency created Trojan’s first broadcast cable ads in 2017, and the latter worked on the series starring David Burd aka Lil Dickey, a copywriter-turned-rapper and safe-sex spokesperson.
Colangelo has not worked on the brand in several years, and it is unclear at this time which agencies pitched alongside 72andSunny.
According to Kantar Media, Trojan spent just under $17 million on paid placements in 2017. The brand is owned by household products conglomerate Church & Dwight, whose other major product lines include Oxy-Clean, Arm and Hammer and Nair, among others.
The company’s last agency review occurred in late 2016, with SapientRazorfish winning combined digital and social media duties. The agency remains on Trojan’s roster. A spokesperson for The Joey Company confirmed that the company still works with Church & Dwight as AOR on First Response pregnancy tests, Nair depilatories, and RepHresh feminine hygiene products.