_

In 2014, Dame Products launched on Indiegogo with Eva, an innovative vibrator designed to enhance intimacy without getting in the way. As brand researcher and strategist, I led ethnographic research with Dame’s audience and facilitated workshops with company stakeholders to uncover a powerful positioning opportunity: framing Dame around “closing the pleasure gap.” This insight informed a cohesive brand foundation—mission, messaging, and graphic language—that rolled out across their crowdfunding campaign, website, social media, and conference activations. The launch exceeded expectations, raising over $1.2 million and establishing Dame as a pioneer in the women-led sexual wellness movement.

In 2021, this same brand ethos shaped Dame’s historic settlement with the New York MTA, after the agency had blocked its ads while allowing erectile dysfunction campaigns. The resulting “Get In Touch With Yourself” campaign marked Dame as the first female-founded pleasure product company approved to advertise citywide on the NYC subway system, further cementing its role in shaping inclusive conversations around sexual wellness.

_

Highlights:

  • Led research and strategy to position Dame around “closing the pleasure gap”

  • Built brand foundation and messaging for Indiegogo launch, raising $1.2M in crowdfunding

  • Pioneered NYC transit advertising for sexual wellness brands after MTA legal settlement

  • Advanced cultural discourse on sexuality as a critical aspect of holistic wellbeing

Dame Founder + CEO: Al Fine

_

Images courtesy of Dame Products.