Remember the previous post about big brands not accepting gay culture? Perhaps I spoke too soon, or maybe they got the message. K-Y, owned by McNeil, came out this Labor Day weekend with its newest K-Y Intense ad that featured a lesbian couple. No, they weren't "over-the-top Hollywood lesbians" but just two regular women you would see walking down the street.
According to Cafe Mom's The Stir, the advertisement reached 100,000 hits on YouTube before it was scheduled to air on TV.
Bravo to a brand that is sticking to its values. The article said that K-Y has been a long fan of LGBT rights and a staunch advocate of pride events and HIV/AIDS organizations, so naturally it should have an advertisement featuring part of its consumer base.
With this ad coming out, will it polarize the heterosexual couples? Will this ad cause an uprising and boycott of the brand and its products? Due to its, let's say, "utility," both activities seem doubtful. It is interesting to see that the brands that dare are also ones that believe the elasticity of its use will weather a storm other brands stay away from.
Besides, bringing an ad like this to the stage may increase the sales and likability for K-Y. We can all believe that they probably already knew that. The ad is below:
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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