We ran across an article in AdWeek about a new feminine product that is communicating with women in a unique way. We believe the messaging will resonate with women in a powerful way. Mae, a vaginal lubricant targeted toward pre-menopausal women, rolled out a message that is magnificent in its simplicity and honesty (with a bit of humor to boot).
As we have examined our business and the strategic plan for how we move forward with our own company, we are more committed than ever to our vision of changing the way businesses and organizations communicate with women. The campaign for Mae represents the very essence of our vision at FletcherPR. Whether it’s advertising, branding, or just plain everyday life, women simply want to be spoken to in ways which are relevant and engaging.
Mae’s marketing to women strategy is refreshing, because it speaks to women in an honest, relatable way. Instead of presenting a politically correct, buttoned-down message, the product talks like women think. Considering the product is very personal and addresses an intimate (in both definitions of the word) need, we think it’s great Mae talks to its customers in the same manner they would talk to each other about lubricant. If you were discussing vaginal lubricant with your girlfriends, you’d be more apt to the Mae tagline: “Drier than a British comedy? Honey, you are not alone,” than to say “I need something to address…moisture…down there.”
What do you think of this ad campaign? Is it a breath of fresh air, or is it too edgy for your tastes? Let us know in the comments.
FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.