1. Church & Dwight Crisis
Communications Plan
for Trojan’s “Best Night Ever” Product Line

2. Crisis Recap

3. S W
O T
Large market Share
Various condom lines
Long history
Multiple contributions
Higher price
Limitation of size
Heavily depend on domestic
market
Scent
Growing demand on personal
care products
Multiple international
markets
Domestic & international
Competitors
Changing currency
Contraceptive devices or pills
Different Regulations & policies

4. S W
O T
A small affected group
A solid brand image
No similar issues before
No existing communication team
or plans
A chance to improve before
the official launch
News cycle on media
Talking points for competitors

5. Strategic
Communications Plan

6. Secondary
● General brand customers
● Parents/Families of affected customers
● Internal employees
● Investors
● Research and development personnel
● Local Media
● Original distributors (Duane Reade, Walgreens and CVS)
● Regulators
Audiences
Primary
● Young, men and women
● Ages 19-25
● In the Chicago trial area
● Educated college students

7. Communications Goals
1. Ensure that customers and affected students are updated with the ongoing solving process,
while creating an open and responsible company image.
2. Ensure that customers believe that the company is responsible for protecting the stakeholders’
interests, especially protecting young women health and safety.
3. Restore consumers’ confidence and trust of Trojan™’s Best Night Ever product line and
other Trojan™ products.
4. Ensure validity of ongoing business
5. Prevent the perception of a systemic manufacturing issue

8. OUR PROCESS IS
EASY
Inform Respond Identify Support Prevent Sustain

9. Key
Messages

10. Trojan™ is
committed to
addressing and
resolving the issue
immediately.
Trojan™is
committed to
caring about its
customers,
especially young
women’s health
and safety.
Trojan™ is
committed to
improving this
issue and will take
the necessary
steps to prevent
future problems of
this kind from
happening.

11. Keep customers well-informed
and immediately resolve this
issue.
Objective 1

12. Strategy
Ensure that the target
audiences, affected
consumers and university
health staff are well-
informed with factual
information related to the
incident.
Establish a mechanism that
will identify the cause of
the issue.

13. Tactics
To inform
● Create an unbranded FAQ and
infographic
● Partner with the university's health
facility to host information sessions
with experts
● Distribute a short satisfaction
survey about the information
sessions
To identify
● Form a team of consultants,
doctors, and product specialist
● Place product retrieval boxes on
campus and in the information
sessions to collect the
remaining defective products.

14. Evaluation
By data and interaction
● Pamphlets and personal information packages
● Attendance at information sessions
● Products returned

15. Demonstrate that Church & Dwight is
committed to the target audience’s,
health and safety.
Objective 2

16. Strategy
Establish a reliable support
system for the affected
customers and work to resolve
immediate issues that occurred
due to the incident.
Establish a follow-up support
system for affected individuals to
demonstrate the commitment to
health and safety.

17. Tactics
To engage
● A 24/7 hotline targeting individuals,
staffed by medical professionals
● Offer free on-campus one-on-one
counselling, for affected individuals
seeking support about unexpected
situations.
To follow up
● Schedule follow-up phone calls to
monitor and track health of individuals.
● Offer free medical exams to students
for up to one-year following the
incident.
● If needed, continue free one-on-one
counselling for up to one year.

18. Evaluation
By numbers
● 24/7 hotline
● One-on-one counseling sessions
● Medical exams
By satisfaction degree
● Monitor social media
sentiment on social media
● Survey about the participants
who participate the hotline
services, free exams, and
one-on-one counseling
sessions

19. Regain the brand trust of Trojan
among the affected individuals.
Objective 2

20. Strategy
Implement internal processes
to prevent future problems from
occurring and maintain crisis
preparedness.
Engage our target audiences
using various social media
platforms.

21. Tactics
To improve
● Form a social media crisis response task
force to address public reaction in real
time.
● Establish a best practices preparedness
document (FAQ) for non-task force
employees on how to respond to
consumers via social media.
To sustain
● Launch “SaferSex” social media
campaign
● Use the hashtag #SaferSex to provide
tips, advice, and facts about living a
healthy sex life with their online
community and followers.

22. Evaluation
By reputation recovery
● The number and frequency of views/hits of our online press release
● Trojan product sales in Chicago, especially around the schools that
C&D targeted for the new line.
● Social media engagement of the social media campaign #SaferSex

23. DELIVERABLES
● FAQ for University Health Centers
● FAQ for Church & Dwight Employees
● Infographics

24. THANKS!Contact Information
Crisis Communication PR
pr@cd.com
New York, NY
(917) 266-4171