When it comes to something as serious as sex, I think both partners should be equally responsible.Īccording to a 2016 study conducted by the Center for Sexual Health Promotion at Indiana University, which was funded by Trojan, 68 percent of women thought it shouldn’t be solely the man’s responsibility to buy condoms. However, I also know many who make it a priority to have their own condoms for whenever they need. I know some women who feel like it should be the man’s responsibility to always have a condom at the ready. “We consistently hear from people as they shop for condoms, especially from women, that they feel the weight of everyone’s eyes on them when they purchase condoms,” Weiss said to the New York Times. However, Trojan’s Vice President of Marketing Bruce Weiss said he wasn’t too concerned about people misinterpreting the message. During a time where reproductive rights and women’s health are pressing issues, a campaign such as this one could be misinterpreted. Social media is quick to judge and analyze anything aired online or on television. While I don’t totally agree with assigning colors to genders, I see how the company was making an effort.Īfter the recent Pepsi campaign mishap where an insensitive ad was released that seemed to be mimicking the Black Lives Matter movement, companies should be wary in what they put out to the public. In 2005, it introduced Elexa, a line of condoms in pastel-colored packages that were mainly sold in the feminine hygiene aisle. This isn’t the first time Trojan has tried being gender-inclusive in its products.
Trojan decided to create this campaign after discovering that women accounted for less than one-third of the purchases of its products. The ads show couples kissing on doorsteps and a pier with a female voice-over. The campaign is intended to convey the sense of sharing responsibility when it comes to practicing safe sex and not to feel embarrassed about condoms. The XOXO condom is basically a normal condom, but its packaging is purple and includes a carrying case that could easily slip into a purse or bag. Trojan condoms has unveiled its latest campaign that encourages more women to feel comfortable when buying condoms.
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