• Adweek, Wednesday, October 22, 2008 11:46 AM

Advertisers of all kinds are expected to increase their focus on less expensive Web advertising as the economy heads south, but condom manufacturer Trojan has its own reasons for doing so. The company has long struggled to address its topic delicately in TV commercials, and even so many TV networks still refuse to carry Trojan commercials. So the company is launching a major online initiative.

Located at EvolveOneEvolveAll.com, which is part of Viacom's MTV network, the effort centers on about a dozen pieces of unique content created by up-and-coming artists, all of which address common excuses for not engaging in safe sex. For example, a young woman going on a third date is hesitant to carry a condom because she thinks her date will find her promiscuous.

"We created an environment where we can stimulate conversation and engagement," said Craig Lambert, chief digital officer at Colangelo, Trojan's ad agency. The company is hoping the content will be passed along among consumers.

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