Diary: Creaming the lads’ market with a libidinous message

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.

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

applied?



’It is simply massaged into the fatty areas of the body’, says the

informative release.



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