The US's number one sheath is entering the UK in what is hoped will result in a big splash in a market dominated by Durex. This PR missive has given Mix the perfect opportunity to prove it too can spout dodgy puns.
Even David Thompson, marketing director of Carter Products, owner of Trojan, couldn't resist one, and given that until Trojan came along he was responsible for marketing brands such as Pearl Drops, he's no doubt pleased to have something more substantial to get his hands on. "This is a very exciting launch for us," he said, "and we are convinced that we can stimulate the condom category in the UK with the introduction of the Trojan brand."
According to the press release, many celebrities will be supporting the October 1 launch. Mix finds it hard to picture stars donning a condom.
An industry insider agreed: "Figuratively speaking, so-called celebrities are more your solo practitioner."
Jodi Kidd, the lads from boy band Blue and Davina McCall are lined up to receive customised Trojan-branded T-shirts, which will undoubtedly be captured by the long lenses of the paparazzi.
The Trojan range includes the Her Pleasure (Her Majesty's?) and the aptly named Magnum - for the 'larger' man. Apparently, Ali G's customised T-shirt will say 'I is a Magnum'. Well, it would, wouldn't it.
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