We recently provided a highly successful media campaign for one of the UK’s leading lubricant brands* KY Jelly®, to reveal its exciting new identity as part of its major brand overhaul to Kynect®.
KY Jelly®, with its iconic brand heritage dating back to 1904, and often regarded as the generic term for lubricants, will use its new persona to communicate intimacy and connection.
Exclusive media desk briefings and one to one interviews to inform the key editors, yielded impressive results with significant media coverage in major titles being delivered for the iconic brand as part of this first-stage communication campaign.
Roger Scarlett-Smith, Executive Vice President UK at Thornton & Ross, the brand’s manufacturer explains; “KY Jelly® has built up a highly loyal customer base going back several generations. Our research shows that users appreciate the role it plays in facilitating connection and enhancing experience.
“By rebranding to Kynect®, we will create a new and distinct brand positioning. Our marketing investment will focus on Kynection, the positive feel good effect from both the physical and emotional sides of relationships, reinforcing our position with loyal customers as well as attracting and engaging a new audience.”
*KY Jelly® has 13.9% market share (by value) of the UK lubricant market, and KY Jelly® 50ml is the #1 volume selling lubricant in the UK – IRI data w/e 5th September 2020