Campaign details
Brand: K-YBrand owner: Reckitt BenckiserAgencies: Havas New York, Havas FormulaMarket: United StatesIndustries: Contraceptives, family planningMedia channels: Content marketing, Events & experiential, Online video, Public relations, Social media, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
K-Y has been the go-to lube brand for more than 100 years. But our primary consumer – sexually active women – tend to see K-Y as a solution to a problem rather than the pathway to more pleasurable sex. As a result, we began to lose relevance to...