Monday, August 13

The Buzz About Trojan

What could hot dog carts and vibrators possibly possibly have in common?  Apparently something worth waiting in line for!!

New York City was all a buzz last week as the Trojan brand tried, repeatedly, to give away its new vibrator.  Bzzzzzzz.

Proving once again that the devil is in the details, the city shut down the give-away straight away because of some permit issues.  Much to the dismay of the brand and its legions of followers who had lined up in the Flatiron District (right outside my office I will have you know), waiting to get their turn at the Trojan Pleasure Cart.

But the brand made amends and the next day was at it again, permits in tow, giving away its latest product ... a little personal vibrator.  Guys and gals alike formed lines again ... this time in the (ahem) Meat Packing District of the city.

Good marketing is about never giving up, and Trojan proved that point.  Where the "Pleasure Carts" will show up again, I don't know.  But it certainly seems more interesting than the ice cream trucks that are generally parked outside my office.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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