Church & Dwight’s Trojan Condom brand is the undisputed U.S. market leader.
One of its major components is Trojan Magnum, large condoms that
dominated the African American market.
But in 2010 Durex, the much larger global condom leader, set its sights on tearing
down Magnum with knock-off packaging, heavy merchandising and discounting.
Clearly, it was time for Magnum to stand up and speak up. But: when the brand finally spoke to its AfAm audience for the first time, would it affirm and reinforce its role in their community or fail to live up to expectations and shatter its long-standing icon status?
Magnum
[live large PROJECT]
It was not a matter of talking at our audience; we had to connect with them on their terms, in their community.
Fortunately, we’d been heavily involved with the African American market for decades, constantly immersing ourselves in their lives.
We embedded ourselves into their lives and captured insights around their communications systems and aspirational role models.
We took this learning, augmented it with in-depth consumer ethnographies, mapped the role of influencers and defined, in detail, what it really meant to be a “Magnum Man.”
“Magnum Manifesto”
We’re the best that ever did it.
And we do it bigger than it’s ever been done.
We don’t just make moves. We make change.
We don’t just stand up. We stand tall.
We don’t just go for it. We go hard.
We don’t just talk it. We walk it.
That’s how we win the game.
We are men of excellence.
We are MAGNUM Men.
We live large.
We found the perfect entry point – ATL.
We partnered with community icon and social activist, Chris (Ludacris) Bridges and sponsored the largest hip hop event in the East.
We also designed an opportunity for emerging artists to win a chance to be featured in front of 33,000 fans, with Chris by their side.
Chris promoted entries on-line. Consumers voted for
submissions. Massive media coverage came with.
The night before the event, we hosted a VIP party to which Chris invited his peers. All came willingly with not a dollar of incentive payments required.
The concert, well, it was magical.
On a budget way under $1million, we got 175,000,000 earned media impressions. Won the Globes Award for “Best 360 Integrated Campaign” in the world, joining the ranks of Red and World Wildlife Foundation.
And stopped competition in its tracks. Durex shifted their focus to other markets and Magnum became the second largest condom brand in the U.S. surpassing total Durex sales.
Lowdown helped Trojan Magnum stand tall to win big.