K-Y
“WHAT LUBE ARE YOU?”
INTEGRATED CAMPAIGN
Challenge:
K-Y can no longer afford to just be “that lube” brand. They need to break the persona that they are an old product prescribed by doctors for older women to have sex.
Solution:
Evolve K-Y’s online presence from something purely functional into something that supports K-Y’s new sex-forward mission and elevates the brand in new ways that inspire more people to explore.
MANIFESTO
IDEA #1
WHAT LUBE ARE YOU?
Insight: There’s no fitting room for lube. You just hope you grab one that works.
Idea: By starting a digital conversation with a series of questions, K-Y will guide people to the lube that best suits their needs, resulting in a unique profile that celebrates their sexual style.
IDEA #2
CARDS AGAINST Bad sex
Insight: K-Y is considered a Boomer by Gen Z. It needs to capture their attention and get them involved in the sexual revolution…and, this target audience loves to play games.
Idea: To tap into this social-savvy generation, K-Y will partner with Cards Against Humanity (CAH) using gamified elements for an Insta takeover and a physical card game collab.
