K-Y

Brand
Advertising

K-Y believes that sex-care is self-care, and wants to champion women’s wellness through pleasure. Combined with the goal of bringing a younger audience into the category, our highly-acclaimed global platform, “Good For You,” destigmatizes female pleasure for a more sex-forward society.

Challenge

Reestablish K-Y as the category leader, connecting with new audiences and positioning the brand as a pioneer and trailblazer.

Opportunity

Lead the conversation around pleasure, destigmatize the category, and trailblaze a sex-forward society.

Idea

Champion pleasure and its multi-faceted nature, and the liberation that comes with prioritizing sex-care.

“

So if you've been looking for a reason to, as the horny billboard reads, "stir that honey pot," this is your sign to do it—literally. Now if you'll excuse us...

BK Magazine
Results

K-Y’s household penetration grew in 2021 following campaign launch

  • Winner of the Drum Awards “Best Use of Long Form Copy”
  • Drum Awards shortlist for “Most Talked About OOH” and “Most Disruptive OOH”
  • Campaign US “Ad of the Week” and shortlist for Big Awards “Best OOH”