Cirkle to launch new bladder weakness product for BMR

Cirkle has been handed a new new brief by BMR Health, the developer of a new women's health product designed to aid coping with bladder weakness.

The agency will launch a campaign to support the launch of Femifree, a muscle stimulation device that strengthens the pelvic floor muscle. It will target women between the ages of 35 to 65 through an integrated marketing programme, reports PRWeek.

A digital focus will be at the heart of the campaign, which aims to drive condition and brand awareness, as well as increasing e-commerce sales. It will also seek to encourage people to talk more openly about bladder weakness, which remains a taboo subject.

Cirkle's strategic lifestyle-driven approach and strong relationships with relevant influencers helped it to earn this contract win.

Ruth Allchurch, managing director for Cirkle, said: "Our campaign will create new ways for influencers and brand ambassadors to talk about bladder weakness in language that engages and resonates with the brand's target audience."

The agency has represented a number of high-profile brands in the past, including health and wellbeing products such as Aquafresh, Slendertone, Beechams, Macleans, Corsodyl and Vagisil.