By Diana Sheehan
Mintel Research Consulting
Johnson & Johnson, with their KY brand, has helped to make what used to be closed bedroom door conversation into potential water cooler chatter. Through creative and entertaining advertising, plus products that are unique and effective, personal lubricant options have gone from taboo to woohoo!
K-Y Yours + Mine is a Duo Lubricant, which on one side releases Yours Lubricant (for him), providing an invigorating sensation and on the other end releases Mine Lubricant (for her), which is said to provide a thrilling sensation. This product claims to create a totally new experience when used together.
To support this “totally new experience,” KY is supporting the summer product launch with a funny and attention-grabbing ad campaign targeting both men and women. One ad example featured on Youtube:
The brand also has a website solely for the couples’ lubricant product – www.sexyis.keeplifesexy.com – where consumers can define what they think is sexy.
So the question is…could this be the most memorable new product of 2008. It could have potential…
For more information, please contact: dsheehan@mintel.com
