"World's first" male vibrator plans US launch through Citizen

Citizen is handling comms for what is claimed to be the world's first vibrator for men, developed by a British start-up sex toy company looking to launch it in the US.

Pulse: vibrator for men
Pulse: vibrator for men

The £69 product, called Pulse, is primarily aimed at men, though it can also be used by couples. Citizen has coined the term "guybrator" for the category, having won the retained brief in a competitive pitch last year.

It is handling consumer and trade PR, social media and seeding in the UK and will oversee PR and social strategy for Pulse's planned launches in the US and other international markets.

Messaging will focus on the product’s revolutionary nature, unique technology and sleek design.

Pulse co-creator Adam Lewis said: "Citizen’s experience and strategic guidance has proved invaluable for a start-up such as ourselves. We are creating an entirely new category and it’s an exciting time as we launch in the UK, US and beyond."

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