Valentine’s Day has lost much of its cultural luster and sex appeal. A day steeped in pervasive clichés, many people - millennials in particular - are rejecting this overly-commercialised holiday. Love doesn’t come with a receipt, so why do all the ways we celebrate it? This Valentine’s Day, K-Y
wants to remind the world that the best way to express love, to yourself or another, is through self-care and pleasure.
In a new campaign created by Elephant
, K-Y is pushing aside the clichés of romance and inviting people to 'Choose Pleasure' instead.
The integrated effort includes online videos that are filled with colour and sensuality - using a 3D prism inspired by the K-Y ruby as the key design element - to convey the many facets of emotional and physical connection.
Other elements include digital and social assets and a K-Y Pleasure Box. The box includes best-selling products such as Yours & Mine and Moisture Plus, and also serves as a beautiful keepsake for all sexual enhancers right by your bedside.
“In the past year, we have seen a significant shift in prioritising self-care and celebrating connection at home - with yourself and with loved ones,” said Cynthia Chen, president, North America Health at RB. “And we believe there’s no better self-care than sex-care. 'Choose Pleasure’ serves as a call to action to show self-care, love and preservation - for any and all.”
The campaign is part of K-Y’s brand platform, 'Good for You', that Elephant developed last year to help the brand claim its status as an icon in the sexual wellness space.
“The boom in self-care has made everyone more aware of mental, emotional and physical well-being - yet sexual well-being has only just started being embraced as part of it,” said Eric Moore, CEO of Elephant. “Never before has the insight - sex care is self-care - been more true. As the original advocate for sexual pleasure, K-Y is constantly reinventing the sex care category and sexual wellness. We launched ‘Good for You’ to bring this trailblazing mindset to life, making K-Y synonymous with pleasure and putting sex care on everyone’s wellness agenda.”
The campaign will run through the end of March with ads appearing on sites such as Refinery29, Bustle, Snapchat, Facebook and Instagram.