Trojan Condoms: Be Smart

I picked the slogan “be smart” because I wanted something that was straight, simple, to the point, and powerful. The slogan isn't lengthy because "...a few choice of words can be extremely effective"(Advertising by Design, Robin Landa, pg 193).Everyone knows that Trojan condoms are to protect people from any forms of an STD and pregnancy. A lot of people, old and young, doesn’t use condoms and suffer from the consequences. I developed a positive message that everyone can relate to and instantly know the meaning of. There isn’t any twist or turns to the slogan.

When advertising a product, you must "know your audience" (Advertising by Design, page 142). I know my audience are people who are sexually active and are seeking to stay safe; as well as people who want to stay protected during sexual encounters. The message is preferably to young adults/teenagers because during that specific time in their life, they like to experiment. It's a proven fact that we, as humans, are anxious to perform the acts that people tell us not to do. If someone told you to not touch something, then you're going to feel the need to touch it. Many parents tell their children to not have sex until marriage or until they're grown. Parents also tell they're children, after a certain age, to always wear a condom. As clarified earlier, we, as humans, are anxious to perform the acts that people tell us we shouldn't do. Many teenagers and young adults go against their parents and have unprotected sex and because of their rebelliousness, they pay the price when they have an STD or pregnancy occurs.