KY

Sex is still a taboo topic in America. That’s why HUNTER was asked to establish K-Y as a category leader, championing sex-care as self-care…and personal lubricant as the #1 sexual wellness product. To achieve category leadership, HUNTER partnered the brand with two influential sex experts: popular intimacy educator and sexologist Shan Boodram and nationally-recognized sex therapist Dr. Shannon Chavez. Collectively, the experts normalized sex through a variety of topics in the media, ranging from the best lubes for people with sensitive skin and how Covid-19 is affecting sex drives, to the proven mental health benefits of good sex. As a result, Boodram and Dr. Chavez were featured in 25+ earned media opportunities, which ultimately helped the target consumer see how K-Y products can make great sex the norm; and secured the #1 SOV for the brand.