C. B. Fleet has created a new disposable douche campaign targeting gay men. The print ads, set to debut in Out magazine in June, feature a donkey above the tagline: “Keep it Clean. Naturally.”
“We’ve always known that some of our consumers were using Fleet enemas for reasons other than to relieve constipation,” said Emily Klopp, senior brand manager for Fleet Naturals.
The new campaign came in response to a Harris Interactive survey showing that 87 percent of gay and bisexual men use enemas as a precursor to “anal intimacy.”
Fleet, which dominates the world enema market with about $30 million in annual sales, is based in Lynchburg, Va., which is also the home of Jerry Falwell’s Liberty University.