K-Y: Next-Gen Products

The Evolution of intimacy

THE CHALLENGE

Generate a refreshed brand vision for K-Y.

THE JOURNEY

Freewheeling dialogue with consumers, experts and sex therapists revealed a growing consumer openness to using sexual aids to enhance their pleasure and satisfaction.

THE WIN

A whole new marketing and packaging strategy, which moved the brand from medicinal to emotional. Successful product launches included K-Y YOURS + MINE, designed to appeal to married couples and younger women.