Close the pleasure gap

How to create a spot for Canada's first treatment for female sexual arousal and not have it banned on every platform? Havas Montréal and client JAMP Pharma jumped on the challenge and created an online campaign for Zestra. Built around the concept of closing the pleasure gap, the spot found a frank way to talk about the female orgasm through a metaphor that everyone will understand—food. “Zestra is set to be a revolution in women’s sexual health and we wanted to do it justice,” comments Adriana Palanca, Creative Director, Havas Montréal. “Our challenge was to create a positive, empowering message that didn’t get cheesy or slip into male bashing.” The campaign features Zestra’s new tagline, Reclaim your sexual power. Marie-Charlotte Richert, Product Manager at JAMP comments, “This first spot addresses sexual equality, not only in the bedroom, but between men and women in general. The new tagline encourages us all to reclaim the power each woman has inside of her.” “Havas proposed this concept to us, because they came up with a great idea and we adjusted our media plan to make it happen,” explains François Leblond, Marketing Director, JAMP Pharma. “The timing for this product—and this campaign—could not be more perfect and we love the final result.” The campaign was launched just before Valentine’s Day.