Is partnering with 50 Shades of Grey a smart move for Trojan?

The film version of 50 Shades of Grey will debut just in time for Valentine's Day.  Trojan has created a :15 teaser which will run in theaters, designed to drive people to a 2 minute plus video on YouTube. 

The video will also be promoted on Facebook and Twitter, and consumers are being encouraged to join the dialog at #50ShadesofTrojan.

The campaign is targeted primarily to women in a relationship, but Trojan believes that all couples will relate.  I think they may be right.  (Irwin, 2015)

Take a look and see what you think. 

https://www.youtube.com/user/trojanbrandcondoms

Does it make you want to buy Trojan lubricants and vibrations?

Irwin, T. (2015, February 4)  Trojan Pegs Video To '50 Shades Of Grey'  mediapost.com.  Retrieved February 5, from http://www.mediapost.com/publications/article/243117/trojan-pegs-video-to-50-shades-of-grey.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=79969

 

Let the battle of the condoms begin.

Three leading condom manufacturers – Trojan, Durex and Lifestyles, have recently launched vastly different social and experiential campaigns as they battle for market share.

Trojan has formed a partnership with Healthguru.com, and will be sponsoring an interactive video series dealing with questions about – you guessed it -- sex.

Durex has introduced a new Facebook app to help couples choose the perfect mood music for lovemaking.  And they partnered with Ice T and Coco for a Facebook event/Twitter party.

Finally Lifestyles has chosen to partner with Identity, a touring electronic music festival.  They will be distributing free samples at 15 concerts this summer and hosting ticket giveaways on their Facebook and Twitter pages. (Sass, 2012)

They all strike me as interesting approaches.  I wonder if any of them will be successful.  What do you think?  Will any of them make you change your brand preference?

Sass, E. (2012, July 13) Condom Brands Step Up Marketing Efforts.  mediapost.com. Retrieved July 18, 2012, from

http://www.mediapost.com/publications/article/178717/condom-brands-step-up-marketing-efforts.html?edition=49029