CHALLENGE
The K-Y brand carried strong clinical and medical associations and had changed very little during its 80 year history. Seeing potential in the marketplace, K-Y desired to launch a new brand aimed at driving greater awareness and interest for their low-interest brand in a highly commoditized category.
APPROACH
Together with Johnson & Johnson, Case created a unique, innovative, and highly-emotional sub-brand. To differentiate and elevate this new sub-brand, Case infused luxury and prestige elements into the new K-Y brand. This included the design of the primary and secondary packaging, the partnering with one of the world’s top still-life photographers to develop the initial product and brand imagery, and in working with a fashion-based copywriter for the creation of the brand naming and playful personality.
RESULTS
The K-Y Yours+Mine brand elevated not only the K-Y product line but interest in the entire category and stands in stark contrast to the competition. The new brand and unique packaging drove great excitement with consumers and retailers; making K-Y Yours+Mine one of the most successful launches in Johnson & Johnson history.
