The world of modern sex is changing. With more sexual freedom and experimentation than ever before, young adults are eager to explore, but don’t always know how. To guide people on their sexual journey, we resurrected 80s ad icon, The Trojan Man, as a modern sex-positive guru, and launched his campaign in 2018. Then, on the year’s longest night (Dec. 21) he debuted his Big Sexy Album, six songs for lovers seeking sensual advice in the form of eclectic musical stylings. From country and pop fans to electronic and folk lovers, the album offers a little something for everyone.

With very little to no paid media budget, one week before the launch top tier media were gifted a sensual exploration kit filled with a vinyl album, USB drives with the links to Spotify and Soundcloud, and essentials for the night—lube, toys and Trojan™ Brand Condoms—to drive social chatter and earned media attention.

The album was released on streaming platforms Spotify and SoundCloud, with accompanying lyrics videos on YouTube. The content was also shared across Trojan’s social channels.