Creativity

Here's Why K-Y Came Out as GA-Y at New York Pride

Brand Introduced Its True Feel Lubricant to Gay Men at the Parade

By Alexandra Jardine. Published on Jul 06, 2016

Editor's Pick

K-Y went all out to promote its new lubricant to gay men at New York's Pride last week, rebranding itself to GA-Y and even branding manholes with the message "Now for Manholes."

The campaign, by Havas Worldwide New York, introduced a silicone-based lubricant called True Feel. According to Havas, until now the brand has been largely overlooked by gay males because K-Y has never had a long-lasting, natural feeling silicon-based alternative to water-based lubricants.

The RB-owned brand temporarily changed its century-old name from K-Y to GA-Y online and at the Parade, with a GA-Y True Feel Float, branded GA-Y product giveaways, the branded manholes, and a ride down the "Lube Tube" for guests at NYC Pride's closing party.

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Credits

Date
Jul 06, 2016
Agency:
Havas Worldwide New York
Chief Creative Officer:
Toygar Bazarkaya
Client:
K-Y
Executive Group Director:
Jason Musante
Global Executive Creative Director:
Israel Garber
Creative Director:
Luke Hughett
Creative Director:
Sean Lee
Senior Art Director:
Bryce Aviano
Senior Copywriter:
Morgan Perrine
Art Director:
Rachel Renock
Copywriter:
Thalia Forbes
Junior Designer:
Marta Llop
Editor:
Hanne Vaughn
Editor:
Mitch Schreiber
Editor:
Mike Ramirez
Graphics:
Cody Healy-Conelly
Graphics:
Kirok Kwon
Graphics:
Nayeli Laveanderos
Global Brand Director:
Betsy Simons
Account Director:
Jennifer Lo Sicco
Account Supervisor:
Sarah Louie
Account Executive:
Emily Martin
Global Chief Content Officer:
Vin Farrell
Head of Content:
Sylvain Tron
Executive Producer:
Laura Shuey
Senior Producer:
Sarah Ko
Junior Producer:
Rachel Roderman
Director of Business Affairs:
Cathy Pitegoff
Group Planning Director:
Betsy Liegey
Senior Planner:
Kelsey Ellefson
Senior Social Strategist:
Kristen DiLandro
Company:
Havas
VP Account Director:
Denise Kaplan
Account Supervisor:
Gina Giordano
Senior Production Manager:
Rachel Carter
Client Team:
Chris Tedesco
Head of Corporate Communication:
Lynn Kenney
Marketing Director:
Karen Chisholm
Senior Brand Manager:
Rachel Sexton
Brand Manager:
Elyse Goldweitz
Brand Manager:
Michael Repollet

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