Come As You Are

Getting K-Y to come online

In a time where more open, honest talk about sex was being had online than ever before, K-Y’s digital and social channels left a lot to be desired. The brand had all the sex appeal and relatability of a pharmacy catalog, and their platforms were more inviting to ads than actual conversations.

It was clear that we needed to build their status from the ground up. But, as today’s users come armed with a finely-tuned bullshit detector, we needed to be honest, rooted in something that K-Y had a unique and genuine right to claim. Luckily for us, the truth is that, throughout the most exciting and tumultuous century in sex history, K-Y has always been there to help people of all persuasions enjoy more pleasurable sex.

With this simple reframing, our mission became clear — to facilitate sexual discovery for all, welcoming everyone to ‘come as you are’ — and our work to establish K-Y as one of the most dynamic players in today’s sexual revolution began.

To go from recognized to revolutionary, we first needed an unapologetic personality to reinforce our worldview. The sexual revolution today continues predominantly online (as would K-Y’s efforts), so it only made sense that our bold new mission and aesthetic be inspired by the Internet and its desire for intimacy, authenticity, and connection.

By elevating, liberating, and turning users on to the latest stories, people, and issues that make up contemporary sex culture — with the help of well-known and well-regarded ‘sexperts’ like Shan Boodram for credibility and reach — we transformed K-Y’s digital and social from a stale medium to a vibrant community that welcomed the curious and supported everyone’s sexual journey, whatever it may be.