Diane Terman PR, was tasked with taking Zestra Essential Arousal Oils, a newly introduced health and wellness product offering pleasure to women grappling with the lack of sexual satisfaction, into the spotlight while facing a rather interesting challenge: the taboo of women’s sexual issues allowed in the news.
While male versions of these products such as Cialis and Viagra commercials saturated the airwaves on major networks, Zestra’s requests for airtime were consistently denied because the product targeted women’s sexual needs.
We had to find a way to make the Zestra message heard when the double standard in acceptance seemed insurmountable.
We made the problem part of the solution, exposing the inequality between the genders in national media. By making news from news, we knew that spreading this message was instrumental to Zestra becoming leading the brand in the arena of women’s sexual health.
By strategically placing an article detailing Zestra’s plight in the business section of The New York Times, they secured additional nationwide media coverage in print outlets such as The Miami Herald, The Star Ledger, The Record, The San Francisco Chronicle and Women’s Health Magazine. TV news personalities from Barbara Walters, Whoopi Goldberg, Fran Drescher and Kathy Lee & Hoda openly discussed women’s sexual concerns and the Zestra solution.
The bottom line: The number of retailers distributing Zestra doubled, as did the sales on their website while setting record number sales at Wal-Mart.
Followed by the lead story on ABC’s Nightline and segments on CBS This Morning, The Today Show, Entertainment Tonight, and The View, doctors and leading sexual health professionals began speaking directly to women about their options for sexual dissatisfaction on national talk radio, TV talk shows, including the Lifetime TV network and through social media.
Celebrities such as reality star and famed “momager” Kris Jenner, soap opera star Jackie Zeman, a.k.a “Nurse Bobbi” on General Hospital and sitcom star Fran Drescher were among the leading celebrities we recruited to help promote Zestra. We also organized Men’s Panels filled with high-powered relationship experts and sexual health professionals to offer their perspectives on women and sex.
This catapulted Zestra into a nationally known brand, thus helping women break their silence about their sexual concerns.