Trojan woos women

Trojan Condoms unveiled a new brand targeted at women yesterday, called Elexa. Products include condoms, cloths, gel and a vibrating ring, and will be sold in feminine care aisles instead of condom sections at retailers like Shoppers Drug Mart, PharmaPlus and Wal-Mart.

A campaign to support the launch will break Oct. 3, with TV spots and print ads in women's consumer mags like Flare, LouLou and Elle Quebec. A Web site, www.elexabytrojan.ca, is already active.

Creative for the campaign was done by New York-based Kaplan Thaler, and adapted for Canada by Allard Johnson. Maria Spensieri, Catherine Panarelli and Jocelyne Beaudet at Allard Johnson oversaw the Canadian media buys.
By Staff 
September 8, 2005

Trojan Condoms unveiled a new brand targeted at women yesterday, called Elexa. Products include condoms, cloths, gel and a vibrating ring, and will be sold in feminine care aisles instead of condom sections at retailers like Shoppers Drug Mart, PharmaPlus and Wal-Mart.

A campaign to support the launch will break Oct. 3, with TV spots and print ads in women’s consumer mags like Flare, LouLou and Elle Quebec. A Web site, www.elexabytrojan.ca, is already active.

Creative for the campaign was done by New York-based Kaplan Thaler, and adapted for Canada by Allard Johnson. Maria Spensieri, Catherine Panarelli and Jocelyne Beaudet at Allard Johnson oversaw the Canadian media buys.