K-Y rebrands as GA-Y to promote its True Feel lube ahead of NYC Pride Parade
By Minda Smiley
Earlier this month, K-Y launched a new product called True Feel, a silicone-based lubricant that it hopes will appeal to the LGBT community.
To promote True Feel, K-Y is temporarily changing its name to GA-Y and will unveil the change at New York City’s Pride Parade this Sunday, June 26, where the brand will be giving out products and branded GA-Y gear. GA-Y banners will also appear on K-Y’s parent company RB’s digital properties, whose other brands include Mucinex, Durex and French’s.
According to Havas Worldwide, the agency behind the stunt, “reaching out to the gay community is emblematic of K-Y’s efforts Read full story ›
Source: The Drum
