K-Y Yours and Mine - couples campaign

A 2008 launch campaign for K-Y® Jelly personal lubricant. Research (described) suggested positioning for couples, rather than addressed to women only.

K-Y® Yours+Mine® Awards Submission – “Couples” Campaign-2008

BUSINESS SITUATION

Since its introduction in 1917, K-Y® Brand has been the most trusted product and sales leader in the personal lubricant category. K-Y® Jelly personal lubricant was first launched as a prescription to relieve vaginal dryness in older women. The brand switched to over-the-counter in 1980 and continued to be the gold standard product for vaginal dryness and medical use lubrication. The K-Y® brand stood for a product that did one thing: solve a problem (vaginal dryness), a problem with which no one liked to be associated. In 2003 Johnson & Johnson...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands