K-y: LEGS

Credits & Description:

Category: Fast Moving Consumer Goods

Advertiser: JOHNSON'S & JOHNSON'S

Product/Service: INTIMATE LUBRICANT

Agency: BORGHIERH/LOWE

Date of First Appearance: Mar 25 2010 12:00AM

Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL

Executive Creative Director: José Henrique Borghi (Borghierh / Lowe)

Executive Creative Director: Erh Ray (Borghierh / Lowe)

Creative Director: Fernando Nobre (Borghierh / Lowe)

Art Director: Denis Gaddini (Borghierh / Lowe)

Copywriter: Rodrigo Martin (Borghierh / Lowe)

Account Manager: Priscilla Carvalho (Borghierh / Lowe)

Head of Planning: Gabriela Soares (Borghierh / Lowe)

Photographer: Márcio Fischer (Borghierh / Lowe)

Media placement: Sampling Activation - Bars - 25/03/2010



Describe the objective of the promotion.

KY needed to get closer to its target audience. But we needed to do it in an irreverent way so that the public could have fun even though they were dealing with an issue associated with a taboo.



Describe how the promotion developed from concept to implementation

We used a traditional Brazilian gimmick often done in bars to demonstrate the product’s effect.
The gimmick consists of transforming a toothpick into two little legs, which open up when in touch with KY Gel.



Describe the success of the promotion with both client and consumer including some quantifiable results

Thousands of people joined the gimmick in more than 10 bars, where they could learn more about the product in a informal, funny way, so it was easier to put any kind of prejudice aside. In the end, it was a success; people were rushing to get their samples, until they were all gone.



Explain why the method of promotion was most relevant to the product or service

The gimmick is traditionally done in bars where the public feel more easy-going because it’s a place to unwind, generally among friends, making this an ideal time to talk about things considered taboo.