K-Y has gone from a corporate exile to ?a plum assignment? at J&J, Mr. TV ads from Interpublic Group of Cos.? McCann Erickson, New York, show a smirking woman rousing her mate from a sofa snooze with the term ?warms on contact.? Sibling Universal McCann handles media planning and buying. K-Y?s growth stems from studying its middle-American consumer base, where it found clinical problem-solution ads weren?t resonating but marketing to ?enhance intimacy between committed partners? could, Mr. Not that J&J is suggesting anything kinky. That follows a three-year stretch in which J&J doubled K-Y sales with such products as warming lubricants and new marketing approaches that include a cartoonish promotional booklet titled ?The Modern Girl?s Guide to K-Y.?
Peterson recently told a workshop at the trade show HBA 2005 in New York.
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Now that it?s at full distribution, the massage line is selling ahead of the rest of the K-Y brand, Mr.
And nowhere has that success been greater than at Wal-Mart, where K-Y Touch Massage oils have hit the list of top 10 new health and beauty products of 2005, according to J&J VP-Personal Care Marketing Jim Peterson. Suddenly at the forefront of taking sex aids mainstream, conservative marketer Johnson & Johnson almost overnight has doubled sales of its once-sleepy K-Y brand for the second time in four years thanks to the blockbuster summer rollout of a new line of massage oils. Clinical problem-solution ads didn't resonate with this group but a message about 'enhancing intimacy between committed partners' did. K-Y?s growth stems from new ad strategies aimed at the middle-American consumer base. That it?s now selling quite nicely at Wal-Mart Stores - the naughty-magazine-yanking retail nanny - may come as a shock. CINCINNATI () - That sex sells comes as no surprise.
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