KY famously has catered to men in the past with overly aggressive imagery and humor. While sex is everywhere in culture, topics around women’s pleasure and sexual needs are still deeply taboo. Even today, women are socialized to please men and put their own sexual needs and wants second. We wanted to shift the current mindset by putting her needs first to level the sexual playing field. Because in the end, better sex for women means better sex for everyone.

The new extra-lubricated KY condoms are designed with her experience in mind, plus a comfy natural fit for him. We created a new brand voice, tone, and playful imagery to complement it.

Agency Havas NY
Executive Creative Directors Kim Baskinger & Pam Kim

Role Creative Director; Concept & art direction