health

Preparation H Lets Butts Do The Talking In V-Day E-Cards

“With you. love is more than just passion and desire… it’s about bringing each other comfort when our butts are on fire.”

Yes, you might need to be pretty close with someone to send a Valentine’s Day e-card with a sentiment like that, one of 12 choices consumers can use to enter Preparation H’s new “Let Your Butt Do the Talking” sweepstakes in a campaign created by Grey.

The GSK Consumer Healthcare hemorrhoid brand says it’s encouraging couples to bring “their backsides to the forefront of conversations” and “get to the bottom” of their relationships.

More seriously, though, the promotion is part of a larger Preparation H campaign called #REALRelationshipGoals, which is aimed at sparking conversations about the oft-taboo topic of butt care and encouraging emotional intimacy in relationships.

"As the experts in back-there care, we believe that real relationship goals mean that no topic is too taboo, including butt health…  so we are providing a cheeky way to express the closeness that comes from being real about backsides,”  explained Alexandra Godwin, associate brand manager.

In addition to 12 different text choices, consumes can choose from six different cover illustrations -- bouquet, patio lights, sunset, butterflies, umbrellas, bicycle.

The sweepstakes grand prize winner will receive a five-night trip for two to one of three destinations -- in Mexico, Jamaica or the Dominican Republic. The estimated value is $5,000.

There will also be 17 other winners of lesser prizes, which is perhaps the least someone should get for sending a lover an e-card like this:

My sweetheart, there’s something I need you to know... right now, my butt is burning with the intensity of a thousand suns.”

Preparation H, on the market since the 1930s, is by far the leading selling hemorrhoid treatment product in the U.S. In 2019, according to Statista, sales were $77.4 million.

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