• by Larissa Faw , July 23, 2018

Church & Dwight is appointing 72andSunny as the new lead creative agency for Trojan Brand following a formal review. 

Colangelo served as the incumbent. 

The remit is specifically for the Trojan brand and doesn't include sub-brands like XO or Magnum "at this time," says an agency spokesperson. 

Trojan will work with 72andSunny New York to engage a "new generation of consumers" with evolving behaviors and attitudes towards sex and dating. Trojan has long been the leader in the condom category, typically relying on humor to support its brand. 

The agency’s first work will launch later this summer. 

Online is likely to be a key focus as parent company Church & Dwight says 35% of its ad budget is now spent on digital advertising. 

Trojan's ad budget was $2.09 million in Q1 2018, down from $2.13 million during the same period a year ago, according to Kantar Media. 
Last year the brand spent $17.06 million on advertising, per Kantar.