C.B. Fleet, the makers of disposable colonics, has announced they will debut a new product this month – Fleet Naturals – targeted at gay and bisexual men who use at-home enemas for “elective rectal cleansing.” To support the product launch, Fleet is buying out advertising space in Out as well as other regional publications (read: fag rags). Additionally, Fleet will launch an online display ad campaign on websites of interest to gay readers including menshealth.com and prevention.com. The print ad above is an example of the creative (produced by firm Euro RSCG) designed to cheekily market the product while keeping the messaging tasteful.
I applaud Fleet for expanding their target to include gay men (although I have to wonder why it took them so long to do so) and for commissioning a research study to explore our often misunderstood segment of the population. The company hired polling firm Harris Interactive last year to research the market potential and found that 21% of gay and bisexual men had used a disposable enema in the last year and, 87 % reported they did so as a precursor to “anal intimacy.”
In case you’re wondering, Fleet Naturals differs from traditional at-home enemas in that it contains no laxative, but instead contains aloe to enhance a sought-after fresh sensation. Traditional disposable colonics also use a petroleum-based lubricant on its tip, which can cause breakage when coming into contact with a latex condom. Fleet Naturals uses a water-based lube instead.
Fleet’s new version hits shelves at CVS drug stores and Target this month, followed by Walgreens next month and Rite-Aid in June. Wal-Mart is the only major retailer who has refused to carry it so far (another reason to avoid ever shopping at Wal-Mart).