An intern was behind that wacky Mother’s Day pitch

Remember the pitch about, um, a certain cream for your mom’s—well, anyway, that pitch was the work of an intern.

At least one commenter wondered whether it was an April’s Fool Day prank.

Turns out the marketing director at Lil Drug Store Products, which owns Replens (the name of the product), thought so, too. It wasn’t—it was instead the work of an intern.

In an interview with PRNewser, Kristin Stewart, the company’s director of marketing, explained that Lil Drug Store Products—with the help of the PR agency Global Communication Works—publishes a newsletter with content related to its audience, which “tends to be older and menopausal,” explained Stewart.

The newsletter occasionally mentions products and coupons, she added. PRNewser reported:

An intern at the firm thought they could come up with a pitch that went “beyond content for the newsletter,” Stewart continued. A draft of the pitch was supposed to be vetted by the client. There was a misunderstanding and the intern went ahead and sent it to the brand’s blogger list. And thus, we have our post. Sounds like a PR intern’s nightmare.

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