Trojan samples new lubricants in condom boxes, drives up sales

Church & Dwight’s Trojan Crazy Sexy Feel personal lubricants

EWING, N.J. — Church & Dwight’s new Trojan lubricant line has achieved a 7% share of the lubricant category almost straight out of the gate, James Craigie, C&D executive chairman, CEO and interim president of the company’s domestic personal care division, told analysts. With only eight months on the market, C&D’s Crazy Sexy Feel personal lubricants generated $8.9 million in sales, according to IRI for the 52 weeks ended Oct. 6 across total U.S. multi-outlets. C&D introduced three SKUs and sampled heavily — including the new lubricants in more than 4 million condom boxes — to help drive share, Craigie said.

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