MenWithCramps.com
P&G has launched a Web-centric "viral" campaign for ThermaCare HeatWraps, a line extension for women's menstrual cramps. The ironic twist is the creative is faux-DTC pharma style microsites for the fictional affliction "cyclical non-uterine dysmenorrhea."
The ruse has many fronts, including the fictional MacInnes and Porritt "research and treatment center for men."
A video was posted on YouTube on Oct 17, 2006. So it's almost six weeks old. There are 22K views.
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