Trojan plans Brighton cabs sampling drive

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.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here