The start-up agency is targeting media ranging from healthcare professional titles to the consumer press on behalf of UK supplier Osbon Medical.
Osbon managing director Nick O’Hare said: ‘We don’t want journalists to say this is “liquid Viagra”. It’s not a medicine, it’s a natural botanical oil… it’s for people who want to have more fun.’
Zestra is applied to the vaginal area during foreplay and is currently available by mail order and in some pharmacies.
O’Hare said the PR push would aim to convince major retail chains to stock Zestra. ‘We need to present the big chains with evidence that this is causing excitement,’ he added.
A placebo study in the US and published in the Journal of Sex & Marital Therapy last June found that 89 per cent of women using Zestra reported increased sexual pleasure and sexual satisfaction, as well as increased frequency and intensity of orgasms, compared to only 15 per cent using a placebo.
Create PR, which launched in January, also plans sampling opportunities in nightclubs.
Osbon continues to use Pegasus Public Relations to promote Menastil, a period-pain oil.