A rubber match: Trojan chooses 72andsunny to unwrap condom brand's creative potential

Trojan has chosen 72andsunny to play creative lead as it looks to approach a evolving group of consumers / Charles Deluvio via Unsplash

Trojan Condoms has announced today (July 23) that 72andSunny New York will be its lead creative agency.

Trojan's new agency partner has been asked to engage with a new generation of consumers with evolving behaviors and attitudes towards sex and dating. The first work has been slated to launch this summer.

Justine Armour, the 72 executive creative director overseeing the business, said in a statement: "Of course we're thrilled to be partnering with Trojan. The holy grail of creative briefs!

We've loved getting to know the team so far, and having a chance to shape the cultural conversation around why using condoms is so important. We're excited by this challenge."

Bruce Weiss, Trojan Brand's vice president of marketing, added: “We are excited to have 72andSunny on the Trojan team. Their work is truly insight based and impactful. Furthermore, they share the passion behind the Trojan brand’s mission of promoting sexual health.”

Among the condom brands highlighted work in the past few years: enlisting YouTube sexologist Shannon Boodram to wear a dress made from its contraceptive latex for the MTV Video Music Awards, sponsoring MTV's first-ever Snapchat content series, and a Cards Against Humanity-like mobile game called "Show Me Yours."

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