Historically, the intimacy enhancement category spoke to women needing problem-solution products, gay men, and sexual adventurers. With a new product built for two and targeted for mainstream couples, we set out to legitimize the category by making it accessible and relevant for anybody in a committed relationship.

We did this by engaging, entertaining, and informing consumers in a way that draws them into a conversation centred around intimacy and in the process allows the subject, the product, and the K-Y® Brand to become more mainstream and accepted.Amusingly we hear a married couple discuss their 12 year relationship and use of K-Y products.