June 6, 2012 by
present the Silver Anvil podcast series. Martin Waxman
interviews two Silver Anvil Awards
finalists: "Trojan Pulls Back the Sheets on Sexy Tech" and "One Day Without Shoes."
"Trojan Pulls Back the Sheets on Sexy Tech"
Adrienne Hayes, general manager of consumer marketing at Edelman in New York, led the team on its campaign for Church and Dwight called "Trojan Pulls Back the Sheets on Sexy Tech."
Focusing their strategy on making the subject matter more approachable, they leveraged ‘adjacency categories’, that is industries that were also known for product breakthroughs. They decided to treat the new Trojan products as cool ‘tech gadgets’ and launch them at the Consumer Electronics Show in Las Vegas. And while some media were red-faced when presented with the story, they quickly understood the tie in.
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