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


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...

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