Trust Condoms
Brand Refresh and Marketing Strategy
Client: PSKenya and USAID
Situation
In a competitive Kenyan condom market, dominated by over 150 million free condoms distributed annually by the Government, on top of illegal market entry of heavily subsidized Salama brand from Tanzania, Trust witnessed a significant plunge in its market leadership - from 69.2% to 53% within a year, amidst rapidly declining sales and market penetration. With the unyielding government’s free distributions constituting 70% of the market and undercutting sustainability and growth potential, the challenge was multifold: reconstructing Trust’s positioning, combating Salama’s emerging prevalence, and recapture the loss to Trust sales.
Task
Amidst falling market share and diluted brand image, the key objectives were:
Rebuild Trust’s market equity through a brand refresh—regaining its dominant market position.
Understand the underpinnings of the previous steady growth and the sudden sales reduction.
Bolster the new brand launch with clear communication and insightful understanding of retailer behaviors.
Forge collaboration with the Government of Kenya (GoK) to moderate free condom distributions and pivot users towards Salama and Trust Base, supporting private sector viability.
Actions
I led the development of a strategic brand and marketing overhaul, including:
Implemented a brand refresh for Trust, establishing a new insight-driven positioning statement and redefining its role within the condom category.
Strategically shifted focus from volume share leadership to value share leadership to ensure sustainable and unrestricted program income.
Engaged in innovative qualitative market research to enhance prime prospect targeting.
Developed a robust value proposition for the trade, with a keen focus on resonating with retailers.
Initiated collaborative endeavors with GoK, aiming to reduce the volumes of free condoms and foster support for the private sector
Results
As a result of the brand refresh and marketing strategy, Trust improved its brand perception, cementing its market dominance and competitive differentiation.
Key achievements include:
Unveiled the “Show Your True Colors” campaign, leveraging various media and activation platforms, including TV, radio, concert sponsorships, pop-up talent shows, and an online showcase, fortifying brand awareness.
Successfully recaptured market dominance by regaining 13% of the market share with our Trust Classic brand, achieving 68% and increasing sales volume by 14 million units within a single year.
Ensured a robust emotional connection with the target audience via the Kuwa True campaign, achieving a strong emotional impact metric at the 75th percentile according to TNS norms.
Introduced the Trust limited edition campaign, ensuring client engagement through various interactive and client-inclusive initiatives, including a Graffiti Takeover and the launch of a client-created design variant.
Spotlight: Kuwa True TV
The first Kuwa True “Show Your True Colors” TV Ad celebrated the new brand launch across the country, featuring the new variants and new identity.