Trojan Condoms Ads on Shanghai's Subways
30 Jun 2007
On Thursday I noticed three kinds of Trojan condom ads in the subway car I was riding*, and I’d never seen Trojan ads on the subway before. Trojan is getting into the market a bit late; the dominant foreign company is Durex.
What interested me was the content of the ads. One of them was a long horizontal ad which read 不只是神话…… (“it’s not just a myth”). Another was a rectangular ad which briefly recounted in both Chinese and English the Trojan War story, focusing on Helen’s role as the motivation for the war. The last was on the subway door, and it was a 9-by-9 grid of the Trojan condom logo in various colors. None of the ads contained anything about condoms or safe sex, with the exception of the inclusion of the Trojan China website: trojancondoms.cn (which only clues you in if you know English).[I don’t think I misremembered it, but that URL gives me “
Bad Request (Invalid Hostname),” and none of my searches (Google, Baidu) turned up a Trojan condoms Chinese website. “Trojan Condoms” is 特洛伊安全套 or 特洛伊避孕套, depending on which word for “condom” you like. Most of my searches did turn up this video on Chinese YouTube clones, which is pretty funny, but NSFW and not for kids.]
I know the Trojan subway ads could be a marketing tactic, but it doesn’t seem at all compelling. I doubt the typical Chinese commuter knows what Trojan makes, or will connect any of the ads with condoms, and they’re not interesting enough to get people asking what they’re for. So… What’s the point? I really wonder if Trojan knows what it’s doing in China.
Trojan condoms went on the Chinese Market in May of this year.
* Sorry, I wasn’t able to snap pictures even though I had my cell phone cam with me, because the car was just too jam-packed.