Campaigns

Wet Girl Summer: Why a 12-foot-tall vagina appeared in NYC

The sculpture was the centerpiece to an event at Gansevoort Plaza that attracted over 2,500 attendees.

Eric Berger

September 25, 2025

2:30 pm

Credit: Getty Images / Saul Loeb

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Campaign: Wet Girl Summer
Company: O Positiv Health
Agency Partners: Autumn Experiential (pop-up event creative strategy and buildout); Autumn PR (earned media strategy, pop-up and media dinner attendees, material production)
Dates: July 15 – August 26, 2025

Women’s health supplements brand O Positiv created a 12-foot-tall vagina and placed it in New York City’s Gansevoort Plaza.

Strategy

O Positiv recently started selling URO Vaginal Moisture + Mood, a supplement that promotes “natural vaginal lubrication, blood flow, mood and relaxation,” according to the company.

To promote the product, “we really wanted to double down on de-stigmatizing women’s sexual health, and what better way than to put a 12-foot vagina up in the Meatpacking District?” Brianna Bitton, the company’s cofounder, said.

Tactics

O Positiv decided to place the vagina sculpture in the Meatpacking District because of the amount of foot traffic in the neighborhood, Bitton said. It also planned a pop-up event around the piece.

To promote the sculpture and accompanying event, the brand posted 100 out-of-home advertisements around the city, with the location of the sculpture and phrases like “DESTIGMATIZE VAGINAL HEALTH” and “GET WET.”

Additionally, 40 pieces of chalk art were placed on sidewalks with statements such as, “I GOT WET with @opositiv.”

On social media, O Positiv created sponsored posts with accounts that promote events around the city, such as NYC for Free and Average Socialite.

The pop-up event, called Wet Girl Summer, took place August 23, to celebrate women’s health. lt featured live DJ sets from Tinx, YAGIRLASH and Rae Sada, all of whom are female.

“All three girls are really vocal and kind of ‘it girls’ in New York City,” Bitton said. “Tinx is really outspoken about sexual wellness.”

Event attendees could walk through the vagina sculpture. At the entrance, there was a sign stating, “Come on in.”

The brand also offered fruit cups, popsicles, coconut water and scratch-off cards that attendees could use to win products, merchandise or both. And the event featured a product display and a wet floor sign that stated, “Whoa! Slippery when wet.”

In a video posted to O Positiv’s Instagram page, attendees were asked questions like, “How wet is your summer on a scale of one to 10?”

View this post on Instagram

A post shared by O Positiv (@opositiv)

The brand also held a Wet Girl Summer-themed media dinner with Bitton and editors from outlets such as Inc., Glamour, Fortune and CNET at the restaurant Bridges NYC.

Lastly, the company stated that it was donating more than $20,000 to the Society for Women’s Health Research as part of the campaign.

Results

More than 2,500 people attended the pop-up event, according to an O Positiv spokesperson.

Additionally, a NYC for Free post on Instagram generated more than 3,700 likes and 299,000 views. OK! magazine ran a photo of Tinx & Lucas performing.

This article originally appeared on PRWeek US.

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Wet Girl Summer: Why a 12-foot-tall vagina appeared in NYC