Maxus North America, New York Follow Update

  • 498 Seventh Avenue
  • New York, New York 10018
  • United States
  • Phone: (+1) 212 297-8300

Trojan - "Good Vibrations" - Maxus North America

  • Good Vibrations
  • Trojan
  • Church & Dwight Co., Inc.
  • Maxus North America
  • United States
  • Good Vibrations
Product CategoryHealth & Pharmaceutical Products
LanguageEnglish
Date of First Broadcast/PublicationJune 14, 2013
Media TypeCase Study
Length130 Seconds

Story

How do you take away a taboo? You get on the street and shout about it, of course!

Concept

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.

Problem

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. 

Result

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%.