PR Week’s unofficial award for the most creative media campaign has
to go Islington agency Shaw PR for the raft of press releases it is
sending out to promote client Wellsprings Trading’s Serenity for Women
Natural Progesterone Cream - an apparent wonder cure for the dastardly
effects of pre-menstrual tension.
They’ve whacked off the usual set to the trade press and the women’s
magazines, but have also sent info on the cream to a host of lads mags,
including GQ, Arena, Loaded, et al.
Another case of woefully poor targeting? Not in this case - for one of the
cream’s side effects is, according to its makers, that it raises the
libido of the user. Hence the press release headline: ’Get your woman out
of her PMT blues and increase her sex drive’.
Very tasteful indeed. But it gets better, for how is the cream
’It is simply massaged into the fatty areas of the body’, says the