Can PE be the new ED? RB is hoping it can with a new product line from K-Y.
The marketer formerly known as Reckitt Benckiser is launching K-Y Duration Spray for Men with a risqué campaign from Havas and Marina Maher Communications for a product designed to thwart premature ejaculation (PE), which RB says is a more common if less debilitating than erectile dysfunction (ED).
TV ads set to break next week show men who no longer have to think about baseball or their grandmothers in the heat of action to avoid concluding sexual encounters too soon.
An online video from MMC, "The PE Challenge," shows men approached on the street by women to talk about premature ejaculation -- earning prizes depending on how loudly they proclaim amid Manhattan passersby that they have the problem.
And an outdoor campaign from Havas tailored to such places as Las Vegas or New York subways, tunnels and taxis. A Las Vegas billboard will promise to help men "Last longer than a Las Vegas marriage." Ads for New York subways and taxi TV's will include such lines as "Don't get off too soon," or "Arrive on time." And one RB hopes to put near the entrance of the Lincoln Tunnel makes a play on stopping and starting, one of the techniques the company has found men use to avoid PE.