Appropriately promoting niche brands within the intimacy health space can be a little trickier than the average consumer packaged goods product. And social media isn’t necessarily the ideal platform — an adult may not be as comfortable “liking” an intimacy enhancement product on Facebook to show their brand affinity, for example.
For marketers outside of Johnson & Johnson and Church & Dwight — promoting KY and Trojan, respectively — primetime placement on network TV can prove tricky as well. Biotab in 2010 pulled a page out of GlaxoSmithKline’s “Mike Ditka’s Levitra Challenge” by signing Jimmy Johnson as spokesman, appealing to an older demographic, and more recently paved a new pathway to entice younger adults seeking to enhance their intimacy health with the signing of MTV’s Big Black personality (Christopher Boykin).
“We did identify an opportunity with MTV that resulted in a 20% boost in sales for Extenze in the first week it carried,” noted Robert Wilhovsky, chief marketing officer of Biotab Nutraceuticals. “[And we’re] in talks with TruTV now to do another in-show product integration.” For a niche category like intimacy health, sporting events and product placements represent more cost-efficient avenues to a target consumer, Wilhovsky said, going beyond social media and traditional advertising opportunities.