To whisper into the millennial’s heart, as the 2017 playbook says, look first to his houseplant. Millennials: They love plants! So when Hims, a new company dedicated to marketing and selling attractively branded wellness products, announced its debut earlier this month, one teaser image, propagated online, was a keeled-over, flaccid cactus, an unsucculent succulent:

Until now, the most famous Viagra pitchman — even if his late-1990s ad has largely been scrubbed from the internet — was Senator Bob Dole, then in his 70s. “For a really long time,” said Andrew Dudum, 29, the founder and chief executive of Hims, “you’d think of an affluent white male walking on the beach in white linen pants. He’s 65, he’s graying, and he’s got his still beautiful wife right by his side.”