Location: United Kingdom
Project Type: Produced
Client: Thornton & Ross
Product Launch Location: United Kingdom
Packaging Contents: Water-based lubricant
Packaging Substrate / Materials: Plastic tube & cardboard outer
Background and brief
Although KY Jelly is often regarded as the generic term for lubricants, over time the brand had started to lose its relevance with consumers amidst increased competition. Other brands talk to consumers looking for fun and adventure in the bedroom, but brand owner Thornton & Ross had identified a gap to communicate on a more meaningful level with the ‘sex-neglecters’ group – those aged 30-plus who are time poor and juggling many different things, consequently pushing sex down the priority list. It was our role to bring the brand’s new proposition of ‘freedom to connect’ to life.
Strategy & Insight
Making connections is a big issue for people today; our busy lives get in the way, but there’s a strong link between intimacy and relationships and health and wellbeing. Research showed that our target audience are looking to really enhance their relationship and regain intimacy in the bedroom, to connect more deeply both emotionally and physically with their partners.
Lube can help make sex more enjoyable, which in turn enhances our wellbeing and mood – it’s clear things feel better when we lube. We wanted to bring this to the fore and make Kynect the lubricant that people can trust and feel confident will work, thereby giving them the freedom to connect deeper and the confidence to truly enjoy sex and to get lost in the moment. The new Kynect name builds on this idea of connection and adds emotion and a greater sense of meaning to the brand, while also cleverly retaining the ‘KY’ brand equity.