Trojan is releasing an advertising campaign to appeal to an entirely new demographic — women. As of now, more than half of Trojan’s consumers are men and the company is hoping to expand their market. A new product, XOXO, has been introduced to appeal to the female population. This product is a typical condom but comes in gender-neutral purple packaging with a carrying case, with the goal to make women feel more comfortable buying condoms, while increasing the company’s sales.
Condoms are a gender-neutral product to begin with. Though men mostly buy them and it’s stereotypically expected of them, both partners are involved in sex. Safe sex isn’t the responsibility of one person over the other. It’s strange to create condoms “for her,” as women should and do buy condoms. The XOXO product brings back memories of the Bic for Her pink pens, which was an undeniable failure. Trojan’s current commercials don’t seem to be geared toward men since many include images of a couple. Men may be buying condoms more often, but that doesn’t mean that women aren’t using them.
Though women take responsibility in safe sex, there is a stigma that surrounds a woman who buys condoms. Many feel as if it is the man’s job to purchase condoms and a woman’s to take birth control pills. This campaign is spreading the message that women can also buy condoms and shouldn’t feel uncomfortable doing so. It isn’t either one person or the other’s responsibility to prevent both unwanted pregnancy and sexually transmitted diseases, as it’s important for everyone to know that they can have agency and take responsibility for their bodies without fear of being uncomfortable. If this campaign is executed correctly, there’s a chance that Trojan could have a positive effect on women and their confidence with sexuality.
An advertisement campaign will not have the power or reach to change societal norms that have always dictated how we view women in terms of sex. It’s a myth that women don’t take care of the logistics of sex as much as men. The XOXO campaign could be empowering for those trying to break those stigmas, but it’s frustrating that it’s up to a condom company to send out this message. There’s nothing wrong with their message or how they’re using female empowerment to make more sales, but other organizations should’ve started this conversation long ago.
Though this commercial isn’t the ideal method to break this stigma, it has the potential to be successful. The ads spread the message that women buy condoms too and have sex as well. While male birth control is currently being tested, many men were put off by the product during sample marketing because they were worried about the potential side effects on men, which is pretty hypocritical when 17 percent of females use the pill. However, it’s essential for women to feel comfortable and protect themselves. This campaign revolves around themes of equality, of ending gender norms, and that’s a concept we support.
Trojan’s XOXO campaign is different and an interesting step in the direction for the sex positive movement. It acknowledges that all genders are a part of the conversation while empowering females. Women should have control over their sexuality and their chosen form of birth control. Advertisements might not be the best strategy and Trojan might not be the most reputable source, but this message is important for all women to hear.
