Assuming that Trojan has properly identified its target audience as singles, not marrieds, I like this campaign a lot for one simple reason. I think it’s talking to the target audience in language they truly understand. Given that the large majority of sexually active singles are Generation Xers and the teens coming behind them, Trojan’s intelligent irreverence makes its point without preaching. After all, the ‘slice of death’ approach doesn’t press that target’s buttons, nor does an over-intellectual highbrow tactic. Their fear of death is much less acute than their fear of being seen to be a fool. Simple. Straightforward. Nicely written. Neatly art directed.
Copyright Adweek L.P. (1993)