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Condom ads going primetime
Newspaper says two TV networks agree to run spots for Trojan, emphasizing personal responsibility.
May 31, 2005: 7:50 AM EDT

NEW YORK (CNN/Money) - Two major TV networks agreed to run a new campaign for Trojan condoms on primetime Tuesday, according to the New York Post.

The WB network will run the ads after 9 p.m., and NBC after 10 p.m., the newspaper said.

Until now, condom ads were only shown late at night when children were assumed to be asleep.

The No. 1 condom seller said that getting into primetime will help boost sales of the product.

Church & Dwight (Research), the maker of Trojan condoms, said it continues to talk with the other major networks.

There are no laws banning condom ads in primetime, but the networks have taken the position that it invites backlash from family-values advocates, the newspaper said.

"I expect there will be people who do feel a need to react negatively because we're discussing sexuality," said Jim Daniels, vice president of marketing for Trojan. "I hope most people will see this and acknowledge that these are responsible and appropriate discussion points."

The "Make a Difference" campaign, created by New York ad agency the Kaplan Thaler Group, emphasizes personal responsibility and sexual health with statistics about HIV and other sexually transmitted diseases, the newspaper said.

The campaign is a departure from past advertising, which featured a character called "Trojan Man," and relied heavily on humor and pleasure as selling points, the newspaper said.

"This is not an easy thing to get right," said Daniels. "You can start sounding like a health class or too sophomoric."

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