To successfully introduce Zestra Essential Arousal Oils, a new product providing pleasure to women who struggle with a lack of sexual satisfaction.
Prior to the product launch, Zestra did not anticipate the media’s reluctance to openly address women’s sexuality. Male sexuality products, such as Cialis and Viagra, had saturated the mainstream media for years, yet Zestra was denied the same attention, including coverage on major websites such as Facebook and WebMD.
Diane Terman Public Relations decided to turn this challenge into an advantage. By bringing this disparity out into the open, we would affect public opinion and ultimately force the barriers to bend. Dispelling this taboo was a critical step in Zestra’s marketing plan, providing the platform on which Zestra could share its story.
We strategically placed an article in the business section of The New York Times, detailing Zestra’s plight. The story was picked up by dozens of other news sources, creating a buzz, and initiating a dialogue about this disparity. In addition, we recruited high profile celebrities to endorse the product, including reality star and famed “momager” Kris Jenner, soap opera star Jacklyn Zeman, a.k.a “Nurse Bobbi” on General Hospital, and television personality and breast cancer advocate Fran Drescher. The agency also organized men’s panels of high-powered relationship experts and sexual health professionals to offer their perspectives on how women’s sexuality is portrayed in the media.
TV news personalities, including Barbara Walters, Whoopi Goldberg and Kathy Lee & Hoda openly discussed women’s sexual concerns and the Zestra solution. Doctors and leading sexual health personalities across all major media outlets took notice and began speaking openly to women about their options for sexual dissatisfaction. Zestra catapulted into a nationally known brand and, over a two-year period, became a leader in the growing category of women’s sexual health products. Diane Terman Public Relations secured tremendous national media exposure for Zestra and, as a result, the number of retailers distributing Zestra doubled, as did sales on its website, including record-setting sales at its largest distributor, Walmart.