Client: Johnson & Johnson
Product: K-Y Intrigue
Moving the K-Y brand into prized premium territory
K-Y lubricant has historically been marketed mainly for use
by medical practitioners. The lubricant was subsequently
targeted at menopausal and post-menopausal women. More
recently, J&J expanded K-Y’s market further by branding it
not only as a lubricant, but also for ‘intimacy’ and ‘massage’.
I was hired by the J&J Consumer Product Group in 2006 to
help launch a new K-Y product aimed this time at a much
more affluent consumer: the 30-something woman in a
stable relationship. It is very hard for a brand with a strong
mass positioning to launch a more premium sub-brand.
Usually the trickle-down is from premium to mass. This
launch therefore required a unique and sensorial approach.
The verbal brand identity (brand copy, tagline ‘Tempt.
Tantalize. Mesmerize’, and back-story), together with
design, conveys an image of a luxurious product that
promises excitement, mystery and adventure – moving
radically beyond the K-Y brand’s well-established position as
a utilitarian commodity. This message is further reinforced
by a price-point more than double that of other K-Y
products. The launch was accompanied by a bold ad
campaign on TV, Internet and in print media, as well as
launch parties. Sales of K-Y Intrigue far surpassed all
projections, and Intrigue has spawned a series of flankers
(K-Y Yours + Mine, K-Y Intense).