I had the pleasure in 2020 of running creative point on a pitch for KY brand. Part of the draw was working on a brand that serves as a passionate & fearless ally to women. The other draw was the opportunity to dance for my favorite former client, Cynthia Chen— who is also a passionate & fearless ally to women.
Sexual well-being is as vital as emotional, physical, or spiritual well-being— yet has never been viewed with the same degree of openness. Simply put, sex care is self-care— and it’s about time it was fully embraced (sans stigma/hangups/bias) That is how the ‘Good For You’ platform was conceived. An iconic brand like KY (since 1904!!) repositioning itself in the wellness category for 2021 was a natural, societal evolution.
“Choose Pleasure” is part of K-Y’s broader campaign, “Good for You,” which aims to make people feel empowered about sexual wellness. The subject is often clouded by social stigma, lack of education and misconception, said Cynthia Chen, President, North America Health at K-Y’s parent company, RB.
This platform + vision was my love child. Ongoing pitch work is produced by Elephant and was launched on Valentine’s Day.