Let's talk about lube When dealing with a product that, due to its nature, makes us distracted and largely ignore brands. What questions do we need to ask ourselves in order to stay relevant and reduce the friction - both in and outside the privacy of the bed?

1. REDUCING THE FRICTION
Creative Strategist
Viktor Torbjörnsen

2. Content
Situation................................................................................................. 3
Brand summary...................................................................................... 4
Competitive landscape....................................................................... 5-7
Trends..................................................................................................8-9
SWOT................................................................................................ 10-11
Target audience............................................................................... 12-15
What are they thinking?................................................................... 16-21
Core issues/insights....................................................................... 22-23
Core strategic message.................................................................. 24-25
Creative directions..........................................................................26-29
Overview..............................................................................................30

3. K-Y has since its introduction in 1917 grown and changed a lot as a brand. Originally it was introduced as
surgery lubricant, that over time has transformed into a brand that today is regarded as one of the most
trusted in the personal lubricant category. In order to maintain this position, we need to evolve K-Y’s
brand appeal to a millennial audience. How do we stay relevant to a target audience that is constantly
bombarded and has a low attention span, in a category that is rapidly changing?
Situation

4. Established 1917
Regarded as one of the
most trusted brands, in the
personal lubricant category
Sales leader in the their
category
Originally invented/used
by doctors as an surgery
lubricant.
Brand summary
K-Y repositioned themselves
as a personal lubricant
product, for intimate use, in
2003

5. Competitive landscape

6. JO
Price: 9$ +
Varieties: 3
ID
Price: 10$ +
Varieties: 6
CVS
Price: 3$ +
Varieties: 14
Astroglide
Price: 6$ +
Varieties: 9
Swiss Navy
Price: 7$ +
Varieties: 3
Trojan
Price: 14$ +
Varieties: 4
Wet
Price: 6$ +
Varieties: 3
General Exclusive

7. JO
Price: 9$ +
Varieties: 3
ID
Price: 10$ +
Varieties: 6
CVS
Price: 3$ +
Varieties: 14
Astroglide
Price: 6$ +
Varieties: 9
Swiss Navy
Price: 7$ +
Varieties: 3
Trojan
Price: 14$ +
Varieties: 4
Wet
Price: 6$ +
Varieties: 3
General Exclusive
K-Y
Price: 9$ +
Varieties: 7

8. Trends

9. Taste
Packaging
Easy on the skin
OrganicColor
Design
Performance
enhanching
Warming
CouplesSmell
Texture

10. SWOT

11. · Well known/Trusted brand
· Broad product/Price range
· Sales leader in their category
· High quality
· Associated with surgery lubricant
Weaknesses
· Non-users/people who have never
tested personal lubricant
· Couples
· To tap in to the human curiosity
· Competitors
· Household products with the
same / similar effect
Opportunities Threats
Strengths
· K-Y is associated with ’dryness
problem’ in the genital area
· Offers a solution to a problem
they don’t feel they have
· Fails to generate interest among
non-users

12. Target audience

13. Persona 3
Name: Sophia
Age: 25
Position: Self-employed
Income: $75 000
Civil status: Boyfriend
Persona 2
Name: Caroline
Age: 28
Position: Manager
Income: $110 000
Civil status: Married
Persona 1
Name: James
Age: 23
Position: Student
Income: $38 000
Civil status: Dating
Non-users
”The conscious, but satisfied”
Opportunities Couples
Human
curiosity

14. ”The conscious, but
satisfied”
Who are we talking to? Who are they?
?
How do we reach them?
Millennials that know what
personal lubricant is and
what it does, but have
limited or no experience
with the product.
?

15. How do we reach a target audience that simply thinks we are offering a
solution to a problem they don’t have?

16. What are they thinking?

17. Generate
interest
Relevance
Non-users
How to
introduce?
I’m satisfied
Target audience
”The conscious, but
satisfied”
Core Issues

18. The majority of consumers are not looking to solve
a problem. Most people are satisfied with their sex
lives and say their sex life is exciting. Generally
speaking, consumers still think of K-Y as a brand that
is not relevant to their needs.
http://0-www.warc.com.library.academyart.edu/Content/ContentViewer.aspx?MasterContentRef=98d6a326-
ed41-4a5c-9aa6-0e3075289182&q=personal+lubricant&CID=A89547&PUB=ARFOGILVY
”I have tried lube a couple of times and
sure it was pleasant experience..
But I don’t feel that I need it.”
- Eric, 24
I’m satisfied
”I bought it more out of curiosity,
rather than a need.”
- Lina, 22
How often do you use lubricant?
(28 responses)

19. http://0-www.warc.com.library.academyart.edu/Content/ContentViewer.aspx?MasterContentRef=98d6a326-
ed41-4a5c-9aa6-0e3075289182&q=personal+lubricant&CID=A89547&PUB=ARFOGILVY
Generate
interest
94%
Of those who participated in the interview
was introduced to personal lubricant by their
partner. They did not test/buy the product
due to personal interest or curiosity.
66%
Of those who participated in the interview
chose their personal lubricant mainly based
on price - ”The cheapest” rather than based
on brand or product attributes.
The majority of the people that participated in the interview
said that they where more likely to try different types of
personal lubricants (brands, texture, taste, smell etc.) with a
partner that they had been together with for awhile.
Trust between two individuals is
needed in order to feel comfortable
and truly explore this product category.
The brand and category are simply not
relevant to most consumers

20. http://0-www.warc.com.library.academyart.edu/Content/ContentViewer.aspx?MasterContentRef=98d6a326-
ed41-4a5c-9aa6-0e3075289182&q=personal+lubricant&CID=A89547&PUB=ARFOGILVY
Relevance
How many different brands have you tried?
(28 responses)
” Off the top of my head I can only recall
two brands that makes lubricants
(Durex, Trojan) But that’s only because of
their main product - Condoms”
- Jonas, 25
”I have never thought about what different
kinds of lubricant-brands are available.
And to be honest, I don’t really think there
is that much of a difference between the
ones I have tried.”
- Ben, 28
The majority has tried more then 1 brand, but recalling what
brand it was is a different story. The nature of the product
makes us ignore brands.

21. http://0-www.warc.com.library.academyart.edu/Content/ContentViewer.aspx?MasterContentRef=98d6a326-
ed41-4a5c-9aa6-0e3075289182&q=personal+lubricant&CID=A89547&PUB=ARFOGILVY
Non-users
How to
introduce?
&
WHY?Throughout my research I encountered a lot of people that
couldn’t help me with the survey, due to the fact that they had
never tried a personal lubricant. Which naturally came with the
supplementary question - Why? And they all replied with my
question - Why?
We need to find a way to attract our TA in a way
that does not solely rely on the product attributes
and brand. But also an emotional trigger/reward
for the consumer.
”It’s just a product that I have never
considered buying, I already have my own
”natural” lube”
- Kate, 26
Sometimes it’s needed, But it feels like I’m
basically telling my partner that he is not
doing a good enough job, if I
would suggest it.
- Louise, 23
65%Dosen’t feel that, buying lubricant, has
ever made them feel uncomfortable.

22. Non-users
How to
introduce?
&
Relevance
Generate
interest
I’m satisfied
Core Issues
Most people are satisfied
with their sex lives and feel
that K-Y as a brand is not
relevant to their needs.
Trust between two
individuals is needed in
order to feel comfortable
and truly explore this
product category.
The nature of the product
makes us ignore brands.
The product attributes and
brand in not strong enough
to attract non-users or give
them the means to introduce
the product to their partner.
Core Insights

23. ”The conscious, but
satisfied”
Who are we talking to? Who are they?
?
How do we reach them?
Millennials that know what
personal lubricant is and
what it does, but have
limited or no experience
with the product.
Through giving them an
emotional reward/trigger
for using K-Y.

24. K-Y is more than just another lube brand. We are devoted to help
you reduce the friction,
both in bed and in your relationship.
Core Strategic Message

25. GET TO BY
”The conscious,
but satisfied”
Buy / Try KY Triggering an
emotional reward

26. Creative Directions

27. Show them that lube can provide more then just additional glide in bed. A better sex life will give both
you and your partner a endorphin boost/high. Making you feel less stressed, healthier and happier
- that in return will help your relationship grow stronger. Help the TA understand the connection/
benefits between a healthy sex life and healthy relationship
- Frictionless, In bed and relation. Channels: Blogs, Podcasts, Youtube, Social media etc.
Frictionless
K-Y
Better Sex Happier/healthier Stronger relationship
=

28. Show that K-Y encourages them to be playful, curious and adventurous. We have all at some point
experienced this euphoric feeling when you are lovestruck, and just being around this special person
makes you feel like you are walking on clouds. (When you have the butterflies in your stomach) Remind
the target audience of this feeling. We want nothing more than to bring you excitement and desire
between you and your partner. Channels: Blogs, Podcasts, Youtube, Social media etc.
Butterflies
K-Y
Triggers excitement/
playfulness
Stronger relationship
=
Better Sex

29. You are rarely as exposed and ”naked” as you are when you share an intimate experience with another
person. Show the TA that Love, understanding, intimacy, touch and trust are the foundation for a better
sex life. And that K-Y can provide you with a tool that reduces tension and helps you build a deeper
connection with your partner. Channels: Blogs, Influencers, Podcasts, Youtube, Social media etc.
Trust = Pleasure
K-Y
Builds trust
=
Stronger relationship Better Sex

30. Persona 3
Name: Sophia
Age: 25
Position: Self-employed
Income: $75 000
Civil status: Boyfriend
Persona 2
Name: Caroline
Age: 28
Position: Manager
Income: $110 000
Civil status: Married
Persona 1
Name: James
Age: 23
Position: Student
Income: $38 000
Civil status: Dating
Why should they care?”The conscious, but satisfied”
Emotional
Trigger/Reward
Frictionless
Trust = Pleasure
Butterflies
By/Through
K-Y

31. THANK YOU