K-Y: The Pleasure is Mine

US-based lube brand K-Y created a platform to normalise conversations about women's sexuality through a docuseries in order to regain lost market share.

Campaign details

Brand: K-YBrand owner: Reckitt BenckiserAgencies: Havas New York, Havas FormulaMarket: United StatesIndustries: Contraceptives, family planningMedia channels: Content marketing, Events & experiential, Online video, Public relations, Social media, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

K-Y has been the go-to lube brand for more than 100 years. But our primary consumer – sexually active women – tend to see K-Y as a solution to a problem rather than the pathway to more pleasurable sex. As a result, we began to lose relevance to...

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