The Brief

The Tonic had created Clit Spritz to celebrate female sexuality and support women experiencing issues around menopause, reduced sensitivity and loss of sensation.

Our challenge was to take a product with a deliberately provocative name and a subject still often considered taboo and make it relevant, credible and highly newsworthy for mainstream national media.

We needed to launch the product with impact, open up wider conversations around female pleasure and intimate health, and ultimately translate national awareness into traffic and sales.

The Campaign

We developed a three-month national product PR and media relations campaign targeting national news, women’s health, wellness, beauty, fitness and lifestyle media.

Rather than shy away from the boldness of the product, we made it central to the campaign. Clit Spritz gave us a disruptive hook capable of cutting through an increasingly crowded wellness market, while the genuine issues behind the product allowed us to build a much broader and more meaningful media story.

We developed confident, accessible messaging around female pleasure, intimate health, menopause and changing sensitivity, creating multiple editorial angles that allowed us to take the conversation beyond a straightforward product launch.

PR & Media Relations

We targeted national and specialist journalists with tailored stories around the product, its female founders and the wider issues it had been created to address.

The campaign successfully took a conversation that can still be difficult to place in mainstream media and put it in front of huge national audiences, securing coverage across titles including The Guardian, Women’s Health, Metro and Women’s Fitness.

Alongside Clit Spritz, we used the increased media attention to introduce journalists to The Tonic’s wider CBD wellness range, securing further editorial coverage in titles including GQ, Get the Gloss, Women’s Running and Yorkshire Life.

The result was more than a high-profile product launch. The campaign used one brilliantly disruptive product to introduce The Tonic to a national audience, establish its founders within the female wellness conversation and create commercial impact across the wider brand.

Looking to launch a product that deserves national attention? Talk to Purple Riot about PR campaigns that turn brilliant ideas into stories people want to talk about.