How do you take away a taboo? You get on the street and shout about it, of course!
When Trojan entered the vibrator category we had to publicise a product that everyone’s too embarrassed to talk about.
We need to normalise vibrators by make the conversation unavoidable – and fun.
We filled NY with converted hot-dog carts - 'Trojan Pleasure Carts', hosting the world's largest vibrator give-away.
Radio hype directed to Facebook where people could find Pleasure Cart location updates.
Thousands queued for their product – the city shut us down and we became front-page news.
10,000 Vibrators were given away.
We started a conversation that travelled across media delivering 700 million impressions in just four days.
Website visits increased 50%.
Trojan revenue increased by 33%.