Confidence meets connection: Trojan and Canada’s Drag Race drive double-digit brand lift

When a brand built on confidence meets a show built on self-expression, sparks fly! And so do the metrics.

Trojan’s partnership with Canada’s Drag Race Season 3 celebrated pleasure, pride, and authenticity. Through creative integrations like “Moments of Raw Pleasure” and the “Tuck Talk Challenge,” Trojan’s sponsorship felt natural, relevant, and genuinely fun.

This collaboration was developed by Bell Media’s Brand Partnerships team, who brought the creative vision to life through custom integrations that felt true to both the brand and the show.

The independent YouGov Canada study confirmed what fans already knew, that Trojan was the perfect fit for the show’s spirit. Four in 10 viewers said the partnership “fits very well,” scoring in the high range for sponsorship fit among CPG brands.

Connected audiences, confident results

Viewers who watched Canada’s Drag Race were significantly more likely than non-viewers to recognize Trojan, have a positive opinion of the brand, and consider purchasing its products.

Nearly half of viewers reported purchasing Trojan in the past 12 months, well above non-viewers.

Among those who always use condoms, awareness and appeal of Trojan’s integrations were highest, confirming that the sponsorship reached not only the right audience, but an actively engaged one.

The results are in, and they slay

Trojan’s sponsorship connected most strongly with younger viewers, urban audiences, and those identifying as LGBTQ2S+ groups that over-indexed on brand awareness and purchase intent.

Viewers also described Trojan as more “open-minded, inclusive, and fun,” attributes that align naturally with Canada’s Drag Race.

In fact: among viewers who recalled the campaign, results were even higher:

• +23 pts purchase consideration
• +11 pts brand opinion
• +32 pts purchased Trojan

This proves that when a partnership feels authentic and memorable, it drives meaningful brand connection.

• 7 in 10 viewers recalled Trojan’s sponsorship, the highest among condom brands tested
• 4 in 10 viewers said Trojan’s partnership “fits very well” with Canada’s Drag Race
• +11% lift in brand opinion among viewers
• +23% lift in purchase consideration
• +32% more likely to have purchased Trojan in the past 12 months
• +16% more likely to recommend Trojan to friends or partners

Why it werked

Canada’s Drag Race celebrates confidence, creativity, and self-expression, the same traits Trojan has championed for decades. The partnership felt authentic from the start: the show’s unapologetic tone gave Trojan a natural runway to share its message about confidence and sexual wellness with humour and heart. By standing out while fitting in, the brand became part of the conversation rather than the interruption, a collaboration that simply felt right and delivered real results.

The bottom line? Confidence pays off

Trojan’s partnership with Canada’s Drag Race didn’t just reach fans, it resonated.

The sponsorship improved awareness, opinion, and purchase intent, showing how the right cultural fit can drive measurable business results and make people smile.

Source: YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.