FabSwingers.com mobile

Join us FREE, we're FREE to use

Web's largest swingers site since 2006.

Already registered?
Login here

Back to forum list
Back to Swingers Chat

Ky to rebrand to attract sex neglectors

Jump to newest
 

By *oby Best OP   Man
over a year ago

the shires

Just read this and had to share ... WTF!!

Top lube brand KY Jelly is completely relaunching with a new name.

The Thornton & Ross brand – which is currently the UK’s second bestselling lubricant – has been reimagined as Kynect, a name it said would “communicate intimacy and connection”.

Thornton & Ross head of insight and innovation Jo Marshall told The Grocer the move would “modernise” the KY brand and help it become “more inclusive”.

The new brand would “talk to a group of consumers who are not being talked to by lubricants in the market and start to build an emotional connection, with who we would call ‘sex neglector’ – the 30-plus audience who are time poor, and juggling so many different things that sex has moved down their priority list – helping them regain that intimacy.

New packs will begin to roll out this week with the tagline “KY Jelly soon to be Kynect” on them, teasing the relaunch.

”Other brands talk to different groups likes experimentalists who are looking for fun an adventure in the bedroom, but we’re trying to connext with [the 30-plus audience] on a deeper level to enhance their relationship more than just a casual sex encounter.”

That the brand helps “alleviate the symptoms of vaginal dryness” has moved to the back of the pack to reflect this, she said. “All lubricants have to have that on the pack but we’ve found it’s a bit of barrier to gay men or people who might be using the lubricant to enhance [sex] rather than to ease discomfort.

“There’s still a bit of a stigma that it’s for older people who might have dried up a little bit, which people don’t necessarily want to be associated with.”

The move comes after a rocky year for the brand – it grew significantly in 2019 but volumes fell 8.5% this year [Nielsen 52 w/e 5 September 2020].

“There’s more online sales in the past and a little bit of a shift in how people buy their enhancement products, taking it out of the traditional retail channel we play in,” said Marshall.

Reply privatelyReply in forumReply +quote
 

By *edGrayCouple
over a year ago

Swindon

The brand is very much associated with a certain medical image, unlike other products that project the fun side of sex. I little shake up in their marketing tactics will hopefully eliminate the old fashioned stereotypes associated with the brand.

Reply privatelyReply in forumReply +quote
 

By (user no longer on site)
over a year ago

seems a little silly as its a well known universal brand

Reply privatelyReply in forumReply +quote
 

By *nt1Man
over a year ago

Allington

When someone says KY to me i think of intubating patients.

Reply privatelyReply in forumReply +quote
 

By *alandNitaCouple
over a year ago

Scunthorpe

Maybe it's just me, but my lube has never said a word.

Cal

Reply privatelyReply in forumReply +quote
 

By *YKellyMan
over a year ago

Aberdeen

Noooo!

Reply privatelyReply in forumReply +quote
 

By (user no longer on site)
over a year ago


"Just read this and had to share ... WTF!!

Top lube brand KY Jelly is completely relaunching with a new name.

The Thornton & Ross brand – which is currently the UK’s second bestselling lubricant – has been reimagined as Kynect, a name it said would “communicate intimacy and connection”.

Thornton & Ross head of insight and innovation Jo Marshall told The Grocer the move would “modernise” the KY brand and help it become “more inclusive”.

The new brand would “talk to a group of consumers who are not being talked to by lubricants in the market and start to build an emotional connection, with who we would call ‘sex neglector’ – the 30-plus audience who are time poor, and juggling so many different things that sex has moved down their priority list – helping them regain that intimacy.

New packs will begin to roll out this week with the tagline “KY Jelly soon to be Kynect” on them, teasing the relaunch.

”Other brands talk to different groups likes experimentalists who are looking for fun an adventure in the bedroom, but we’re trying to connext with [the 30-plus audience] on a deeper level to enhance their relationship more than just a casual sex encounter.”

That the brand helps “alleviate the symptoms of vaginal dryness” has moved to the back of the pack to reflect this, she said. “All lubricants have to have that on the pack but we’ve found it’s a bit of barrier to gay men or people who might be using the lubricant to enhance [sex] rather than to ease discomfort.

“There’s still a bit of a stigma that it’s for older people who might have dried up a little bit, which people don’t necessarily want to be associated with.”

The move comes after a rocky year for the brand – it grew significantly in 2019 but volumes fell 8.5% this year [Nielsen 52 w/e 5 September 2020].

“There’s more online sales in the past and a little bit of a shift in how people buy their enhancement products, taking it out of the traditional retail channel we play in,” said Marshall."

Bit of a pain in the arse remembering that name

Reply privatelyReply in forumReply +quote
 

By *rMardyMsGrimmCouple
over a year ago

near yonder

I remember seeing this on my grandparents bedside table... I just can’t unsee the images that flashed in my head.

My vagina closes right up on seeing that lube.

Nope.

Reply privatelyReply in forumReply +quote
 

By *inky_couple2020Couple
over a year ago

North West

Why is this WTF, OP? Vaginal dryness and atrophy is a real issue. Lubricants aren't just about getting your end away but also have medical functions as well. A really good brand is the YES brand - functional and practical. Got mine on prescription....

Reply privatelyReply in forumReply +quote
 

By (user no longer on site)
over a year ago


"I remember seeing this on my grandparents bedside table... I just can’t unsee the images that flashed in my head.

My vagina closes right up on seeing that lube.

Nope. "

Reply privatelyReply in forumReply +quote
 
 

By *oby Best OP   Man
over a year ago

the shires


"Why is this WTF, OP? Vaginal dryness and atrophy is a real issue. Lubricants aren't just about getting your end away but also have medical functions as well. A really good brand is the YES brand - functional and practical. Got mine on prescription...."

“ sex neglectors” - !

Reply privatelyReply in forumReply +quote
Post new Message to Thread
back to top