K-Y: An Intriguing Product Launch

Challenge:
The K-Y brand team wanted to reach beyond menopausal women and target a new generation of consumers—couples, both men and women—to give them the tools they needed to make their intimate moments together more special.

To successfully transform K-Y into an iconic intimacy brand and support its foray into the premium lubricant category, K-Y charged us with devising a multidimensional campaign that included traditional media outreach, influencer marketing programs, unique events, targeted sponsorships and sampling, and product placement in unexpected places.

Insight: We conducted an omnibus survey and study on intimacy and the relationships and interpersonal communication of more than 600 consumers.

These studies showed the importance of intimacy and the significant role it plays in successful and lasting relationships, which served as a great entry point as we talked with the media.

An in-depth analysis of the media through conversations and background research helped us identify the most receptive targets and create personalized approaches. This also gave us an understanding of reporters’ editorial needs and how K-Y could meet those needs.

Action:
• Created a temporary art gallery in New York’s Chelsea district.

Intrigue: The Art of Sensuality displayed works from nine artists. We used the venue to host two major events—an opening reception and a closing celebrity bash.
• Established grassroots buzz and developed an influencer program to enlist the support of brand ambassadors and evangelists before the product launched.
• Positioned K-Y as a leader in intimacy beyond its product and engaged industry specialists to communicate the importance of healthy intimacy and relationships in and out of the bedroom.
• Educated specialists on the benefits of the product and armed them with the K-Y brand’s research and survey statistics.
• Sponsored the Heatherette fashion show during New York Fashion Week as an opportunity to speak to the brand’s target luxury consumer. The product was included in 500 gift bags and handed out at the show, and it was distributed to guests at the after-party.
• Sponsored celebrity blogger Perez Hilton’s birthday bash in Los Angeles.

Outcomes: In 2007, Intrigue was the top-selling K-Y product at Walgreens and CVS. In overall drug store sales, K-Y Intrigue came in fourth place behind only Altoids and two new candy bars.

Finally, the pinnacle of K-Y success measurement, these numbers easily surpassed those of Valentine’s Day 2006.

In total, K-Y Intrigue received more than 128 million impressions, including hits on Wall Street Journal.com (WJS.com) and the coveted beauty shots of the product in several women’s magazines. K-Y Intrigue was highlighted in top-tier national outlets, including the TODAY show, Perez Hilton’s birthday bash, New York’s Daily News, New York’s Newsday, Glamour, Women’s Health, Essence, MORE, Redbook and others. Bloggers were writing about K-Y Intrigue; the media now calls K-Y “lubricant” rather than “jelly.” It was clear that we made conversations easier. It was a significant achievement for the brand and for Ogilvy PR.