A couple of weeks ago we published a story about a rather awkward Mother’s Day product pitch for vagina moisturizer cream.

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.

“Obviously, for all of the reasons you and other bloggers pointed out on your sites, we would never have intentionally released this pitch in its current form,” Stewart told PRNewser.

Turns out it wasn't all that bad for Replens. The pitch was picked up by mommy bloggers, PR industry publications, and mainstream blogs like Gawker.

PRNewser continued:

“This is something we have struggled with,” said Stewart during our phone conversation. “It has started conversations in places where we wouldn’t normally have conversations. Women who are suffering with problems should be able to talk about them. We do it about all kinds of crazy things, but this issue, we don’t seem to talk about.”

Stewart said the company plans to continue working with Global Communication Works.

Read the full story at PRNewser.

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