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 »