Hims & Hers Announces Partnership with Paula Deen as Focus Shifts to Southern Markets
San Francisco, CA - Hims & Hers Health, Inc., an American telehealth company that sells prescription and over-the-counter drugs as well as personal care products, has announced a partnership with chef, cookbook author, and TV personality Paula Deen for a new marketing campaign focused on reaching the Deep South demographic.
"With Y'all's, we are hoping to meet southerners where they are in order to reach people who may not have considered online healthcare in the past," CEO Andrew Dudum explained. "Paula really is an ideal spokesperson being from Georgia, and with her history of depression as well as type 2 diabetes. And the racism issue really seems to be less of a problem down there."
Beginning in 2017 as simply Hims, the online telehealth giant initially sold medications for erectile dysfunction and hair loss to male customers but soon launched the companion brand Hers to target horny and/or sad women. According to Deen, the Y'all's brand will help combat the stigma surrounding mental and sexual health in states like Georgia, Alabama, Louisiana, and Mississippi through the use of classic southern recipes that can be delivered right to a customer's door. "It's okay to take care of yourself mentally and sexually, and it's okay to talk about it y'all, especially over Sunday supper. Instead of blessin' your heart, with a little help from Y'all's, your partner might just be sayin' bless your hard-on."
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