Let's Get Wet

Client: Knect

Problem: Menopause causes vaginal dryness and lowers arousal.

Insight: Lube doesn't make people horny. It makes them feel like they've 'failed'.

Idea: Reposition Knect lube as an elegant, sensual product rather than something clinical.

Execution: I took a multi-sensory approach to the campaign, designed to tantalise every sense. It started with the product itself - redesigning the bottle from a clinical, unsexy tube into something soft-touch, understated and elegant; packaging that wouldn’t look out of place beside premium beauty products.

The seduction continued on the airwaves with a steamy radio ad designed to catch listeners off guard and leave them feeling a little hot under the collar. I extended the idea through erotic audiobook sponsorships and subtle product placement, weaving Knect naturally into intimate storylines to reposition lube as something sexy - a product that enhances pleasure and makes time in the bedroom
even better