GAY MEN THOUGHT K-Y WAS FOR LADIES. LADIES LIKE THEIR MOMS.
IT WAS A PROBLEM.
Especially since we were launching K-Y True Feel—our first silicone lube that was directed at gay men. So we had to figure out how to let the gay community know about our new lube, while significantly changing the way they thought about our brand.
Oh, and we had to do it all during the loudest, most insane party this side of the equator: NYC Pride.
AS PRIDE MONTH KICKED OFF, WE CHANGED OUR NAME FROM K-Y TO GA-Y.
Then we built a cock rocket and launched it live.
On Facebook Live.
Right after Facebook Live launched.
We teamed up with Facebook and a gay social influencer to create one of the biggest, loudest floats in the Pride parade: The GA-Y Cock Rocket.
As our emcee, our influencer brought the NYC Pride parade to the masses by broadcasting it live from our cockpit in one of the first branded—and interactive—Facebook Live feeds. And the very first to promote better sex. For everyone.