Honey, Be Sure To Pick Up Some More Paris Twilight

Ad Age: It turns out getting frisky with value-added lubricants is fast becoming as American as apple pie.
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. And nowhere has that success been greater than at naughty-magazine-yanking retail nanny, Wal-Mart, where K-Y Touch Massage oils have hit the list of top 10 new health and beauty products of 2005.
J&J VP-Personal Care Marketing, Jim Peterson said, “Part of our biggest challenge is just having the courage to talk about this in our company. It’s not an easy thing to do the consumer research. We had to go into the subculture and understand the patterns and behaviors that are out there, which are more common than you’d think.”
Thanks to Devon Suter for the pointer.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.