To promote the new product and normalize an often stigmatized issue (premature ejaculation), K-Y utilized an extensive OOH push in New York City. The billboards and subway ads were infused with humor and clever wit to be contextually relevant to their audience and location. By using a network of digital screens, the headlines could be swapped out based on events, neighborhood ("Slower East Side" in NY's Lower East Side neighborhood), and location (“Don’t Get Off Too Soon” at subway entrance and "Time. Squared." at Times Square).