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Trojan Is Showing Its Softer Side

Condoms are getting a makeover. Trojan plans to repackage the male contraceptive under a boldly feminine brand name, "Elexa," and move it to the aisle that men steer clear of whenever possible - that is, where feminine hygiene and other women's products are sold. Church & Dwight is betting that Elexa will boost condom sales among women when it hits U.S. stores later this month. A full-scale ad campaign, created by New York agency the Kaplan Thaler Group, is already breaking in magazines.

Read the whole story at The New York Post, September 9, 2005 »

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