Release Date: 30 July 2003
Is Vagina the last taboo?
The new press advertising campaign for Passion For Life Healthcare's intimate female care brand, Bio-Fem Actigel, has taken a fresh approach to an uncomfortable subject.
The straight-talking advert bears the no-nonsense headline "Keep Vagina happy". In line with its overall marketing and PR strategy, Passion For Life Healthcare aim to break the silence that exists around sensitive and intimate healthcare problems. With Bio-Fem, the company believes that there is a real need to educate women about the numerous vaginal problems that exist and to make talking about intimate conditions less taboo.
The advertisement, designed by leading creative agency Mercier Gray, will appear across women's consumer magazines throughout August and September including Cosmopolitan, She, New Woman, Top Sante and Zest.
There was some initial resistance to the blunt approach of the advertisement. Virginie Berthomière, Brand Manager for Bio-Fem Actigel comments: "We wanted our advert to be hard-hitting, not vague and indirect as so many others are. We feel it is time to break the taboos and that this is the right approach for the Bio-Fem brand."
The symptoms of some of these vaginal problems can be solved quickly and effectively using Bio-Fem Actigel. Bio-Fem Actigel is a new product for intimate care and hygiene that works in harmony with the body's natural defences and guards against intimate problems. Many of the common discomforts experienced by women require more than standard hygiene, but not the strength of a prescribed medicine. Now, Bio-Fem Actigel meets this need.
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Notes to Editors:
- Bio-Fem costs £7.95 and is available from Boots The Chemists and all good pharmacies
- The advert can be seen at www.biofem.co.uk
- The media buying was conducted by BrandConnection