Trojan, the condom brand owned by US toiletries company Church & Dwight, will be distributing more than 30,000 samples in the back of Brighton taxis.
The campaign slogan is “The Trojan War on STIs” (sexually transmitted infections). It is understood to be the first time condoms have been handed out in this way.
Sampling will be restricted to Thursday, Friday and Saturday nights, after 10.30pm, to reach men and women who are coming out of nightclubs, pubs and bars, a Trojan spokeswoman says. Condoms will only be given to those who ask for them and at the driver’s discretion. The Brighton campaign will run for six weeks, and starts on July 14.
Trojan will also be sponsoring a spot on Brighton’s Juice FM radio, where listeners can text in to say who they would like to share a “Trojan Moment” with. The winning text gets a goodie bag from Trojan and sextoys.co.uk.
The campaign has been developed by PR agency PR4, which brokered a deal with local cab company Brighton & Hove Radio Cabs. It is understood the cab company has links with other cab companies across the UK, and similar sampling campaigns are likely to go ahead if this one is successful.