Johnson & Johnson begins K-Y Touch campaign
Johnson & Johnson Canada has begun a new campaign for its K-Y brand of personal lubricant. The campaign, developed by DDB Canada of Toronto, is called "Warm Up To Love Again." It promotes a product called K-Y Touch 2-in-1 Warming Oil with three 15-second online videos. According to the company, this is the first time the product has been marketing specifically to consumers over the age of 50, particularly women who have not previously used such a product. The campaign consists of pre-roll, banner and rich media advertising. The commercials will also air on television beginning in January 2014.
"The creative is based on the idea that K-Y Touch makes physical intimacy with your partner so comfortable and easy, women will view sex, and their partners, in a whole new light," said Denise Rossetto, executive creative director at DDB Canada. "The creative playfully profiles average-looking, middle-aged men doing uncharacteristically sexy things that spark desire from their partner."