Cirkle wins six-figure account to launch women's health product

Cirkle has been appointed by BMR (Bio-Medical Research) Health to launch its women's health innovation aimed at coping with bladder weakness called Femifree.

Femifree: Cirkle appointed to launch women's health device
Femifree: Cirkle appointed to launch women's health device

The muscle-stimulation device strengthens the pelvic floor muscle and will target women between the ages of 35 to 65 through an integrated campaign.

Ruth Allchurch, MD of Cirkle, said: "Breaking the ‘conspiracy of silence’ that surrounds one of the last great taboos, our campaign will create new ways for influencers and brand ambassadors to talk about bladder weakness in language that engages and resonates with the brand’s target audience."

The campaign will be digitally focused to drive condition and brand awareness, as well as increasing e-commerce sales.    

Dr Patricia Smith, CEO at BMR, said: "Cirkle’s strategic lifestyle-driven approach was extremely refreshing and they demonstrated their strong relationships with the right influencers from the outset. It presented a compelling earned, owned, paid model that addressed our challenges and which will help us achieve our ambitious sales target."

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