Came across this piece of through-the-line messaging recently at Norwich station…
And ever since, I’ve been pondering the positioning line, ‘No. 1 in America’.
(Though have taken breaks to think about other things.)
Normally claims around being a foreign country’s biggest brand are used when that country has a global reputation for the product in question: ‘no.1 taco in Mexico’, ‘no.1 trapdoor in Austria’, that type of thing.
But does the US have a particular reputation for condom making?
One’s that superior to our proud, British Rubber Company heritage?
Not that I knew of.
Maybe the claim is more a strength in (greater) numbers thing – 113 million US adults can’t be wrong, etc?
Or is it attempting to play off some sort of GI era inspired, superior sex mythology – ‘with Trojan you can do it like an American’?
I guess the most likely answer is that Trojan creates one vending machine design for the US, then exports it around the world.
(More marketing imperialism.)
But there’s no fun in that explanation.
So I’m going to keep pondering.
Anyone got any other theories?
