Oh dear. Johnson and Johnson have taken a product desperately in need of a shake up and shaken it beyond repair.
The new look for KY Jelly is gaudy and tacky and wouldn’t look out of place in a blackpool sex shop.
Ultimately KY is a lubricant and yes it should reflect that but does it have to be so…loud about it? Does it have to be “I’M A LUBRICANT WITH FEATHERS AND SPARKLES”? Can’t it just be “I’m a DAMN good lubricant”?
Trust me, I’m no prude but I love the way that Ann Summers makes their campaigns a play on words, the customer feels intelligent and “in” on the joke. I love the way that durex make their products quirky with exciting packaging and with zero doubt as to what their purpose is.
I hope they fix that strapline too. It sounds like a 90’s kids show catchphrase.