Integrated campaign consisted of: Print—“warning” women that the side effects include increased sex appeal resulting in the power to attract younger men. A microsite—product shots are clickable and start videos showing the side effects, i.e. virile young men in various stages of undress performing sexy tasks for a mature Reversa woman. An eBay auction—Reversa products plus a bonus side effect, a handsome young man for an entire weekend, to benefit the Breast Cancer Foundation.

The media: #3 story on evening news, interviews on t.v. and radio talk shows, over 30 articles in magazines and newspapers. Consumers: blogging topped 100 entries and is ongoing. eBay auction of Reversa products, including a bonus side effect, a handsome young man for an entire weekend, generated unprecedented interest. Within 2 months, sales rose 29%.