NEW BRUNSWICK, NJ: K-Y Jelly's less-than-sexy image will get a makeover next month when Johnson & Johnson begins an effort to take the brand beyond its common association with sexual dysfunction.
The PR-only initiative will focus on a host of everyday uses for the product that have nothing to do with sex. It will simultaneously communicate the personal lubricant line's original function in more appealing terms - as an "intimacy enhancer."
"The brand is enjoying enormous popularity, and we're trying to make it more modern," said Danielle Devine, the PR director of Personal Products, the division that makes the 86-year-old brand. "It's not your mother's K-Y."
The target audience is new users, especially those who might see K-Y as something only recommended by a gynecologist. And the campaign comes after the K-Y line has expanded to include UltraGel, K-Y Liquid, and K-Y Warming Liquid.
"We want to educate the public that the brand is more than just jelly," said Troy Moore,
managing partner of 2wo One 2wo Group, the New York- based agency of record for the K-Y brand.
In June, at an event at the W Hotel in Manhattan, the company will release a booklet listing the alternative uses.
"We did have some celebrities that submitted alternative uses," Devine said, "but most of them were things people were already doing in their daily lives that we'd heard about."
Devine wouldn't reveal any of the alternative uses, but one website created by a fan of the product features recommendations that include hair gel and removing rings.
"The whole position is that K-Y is an intimacy enhancer for couples, not a product that's associated with medicinal problems," said Moore. "The idea is to bring a little fun to the brand."