PRINCETON, NJ: Armkel, a joint venture between Church & Dwight and private equity group Kelso & Company, has replaced Publicis Dialog, the longtime AOR for its Trojan condom brand, with Edelman. All Trojan PR responsibilities will now be handled by Edelman.
As the only external communications counsel retained for the brand, Edelman has also been entrusted with coordinating and integrating a marketing charge that spans all disciplines, including advertising.
Edelman?s consumer group will lead the initiative, with contributions from the agency?s diversity, media, and healthcare practices.
Howard Pulchin, Edelman EVP and leader on the account, said that the goals for the brand were threefold: to demonstrate the need for and further destigmatize condom use, to advance public health programs, and ?unlock the power? of Trojan?s dominance in the condom market.
?When you are the number- one brand, you are able to focus on education and raising awareness, [and still] accrue the benefits,? said Pulchin.
Pulchin added that the budget and timeline for the account are still being finalized, but that Armkel specified that it was seeking a ?long-term partner? at the time that the business was up for bid.