Water-based lube brand Knect – formerly known as KY Jelly – has unveiled an out-of-home (OOH) campaign, waving goodbye to Dry January.
The cheeky out-of-home billboards – launched in London and Manchester – highlight the brand’s mission to aid new mums, menopausal women or those looking to enhance intimacy in general.
Developed by creative agency McCann, the ‘Goodbye Dry January’ campaign’s simple yet suggestive message aims to help aid those looking to increase intimacy levels this winter.
“With Dry January trending over the last few weeks, we thought we should join the conversation – we have some authority on this word! We are hoping this reactive campaign raises a few smiles and helps everyone say goodbye to Dry January, in more ways than one,” Knect brand manager Lucy Willars told The Drum.
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The news comes a month after creative agency RAPP UK created an emoji-based campaign for youth charity Fumble that aimed to provide free, quality sex education adapted to the digital age.
Leaning in to the tendency for young people to discuss sex through visual language via sexting, the campaign covered topics such as sexual wellbeing without breaking the restrictions set by social media platforms on the usage of sex-related words.
