Smiling Dick launches new campaign via B.B.E to pioneer a positive movement in men’s health

London Stock Exchange listed company InnovaDerma has today announced the launch of the Prolong Climax Control Training Program in the U.S and Australia, alongside Smiling Dick — a new platform to pioneer a more positive movement in men’s sexual health.

Supporting the launch, a global marketing campaign goes live today, with independent Australian agency B.B.E driving campaign strategy, public relations, creative and roll-out, as well as end-to-end brand and platform development, in conjunction with the InnovaDerma marketing team.

VIEW THE FILM

Visit the smilingdick.com website.

Designed by global experts in psychiatry, Prolong has been proven to help men last longer in bed. Unlike other premature ejaculation (PE) treatments such as pills and numbing sprays, the Prolong program comes with no side effects, does not reduce pleasure during sex, offers a permanent solution which does not induce dependency and is suitable for all men — from those who are clinically affected, to those who just want more control over how long they last.

The launch comes as new research finds one in three Australian men (35 per cent) believe they’re affected by PE, with almost 1 in 10 (8 per cent) saying this happens ‘all the time’. The research further revealed the stigma around sexual wellbeing issues like PE is rife, with 42 per cent of males saying they’ve felt embarrassed or a sense of shame over how long they last, with this perceived lack of stamina impacting both the relationships and mental wellbeing of those affected.

Prolong’s mission is to tackle this stigma head on with smilingdick.com — a new platform designed to provide a fresh perspective on men’s sexual health. Via a range of content providing information and tips delivered through a positive, progressive, and inclusive lens, the platform aims to promote a more open dialogue and normalise discussions around men’s sexual health and issues like early ejaculation.

Says Haris Chaudhry, chief executive officer of Prolong and InnovaDerma: “Sexual health issues like PE have been considered a taboo subject for far too long, igniting shame and embarrassment in sufferers, which can manifest in various negative ways. Through Prolong and smilingdick.com, we aim to breathe some much-needed light into the topic, and ultimately help people feel open, supported, and comfortable in what we feel should be a healthy and normal dialogue.”

A launch film introduces Smiling Dick and the Prolong program, with Australian comedian Paul Verhoeven fronting the video as ‘Richard’ — the embodiment of the penis. Also live today, the platform — smilingdick.com — hosts a range of written and video content, as well as an ecommerce functionality for the Prolong program. The Smiling Dick motif appears across all brand assets, with the eggplant representing the penis and acting as a vehicle for the brand to skirt around stringent advertising restrictions when it comes to sexual health products.

Says Adam Beaupeurt, strategy director, B.B.E: “Fear has been the category’s go-to marketing strategy for decades – and it’s worked. But in the process of selling ‘solutions’, this tactic has only served to further alienate those affected. In launching Prolong, we had an opportunity to reshape a conversation that we felt was in desperate need of change. Beyond clinical sufferers, research showed that the majority of men want more control over how long they last, but have been too embarrassed or proud to talk about it.

“We hope that through Smiling Dick and its coordinated global PR campaign, we can encourage a more progressive dialogue, empowering all men and their partners to seek support without shame or embarrassment.”

Strategy, Creative, Public Relations, Social Media, Content: B.B.E

With support from Splintr (Production), Sling & Stone (US Media Relations), Yoghurt Digital (Search)