Citizen plans 'guybrator' launch in US and beyond

Citizen is handling communications 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.

LONDON: Citizen is handling communications 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.

The £69 ($113) 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 after winning the account 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.

Its messaging will focus on the product's revolutionary nature, unique technology and sleek design.

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

This story originally appeared on the website of PRWeek UK.

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