The anti-aging category is crowded and scientific. TV, billboards, and celebrity endorsement are the norm. Middle-aged women are sexy and want to keep looking young. To get them to try reversa, we seeded a controversial brand and media strategy that hailed these women as the new sugar daddies, inviting controversy in conservative mediums. The campaign was very successful with the target and advertising juries alike, bringing home two Gold Lions at Cannes amongst other merit awards.