Here's Why K-Y Came Out as GA-Y at New York Pride

Brand Introduced Its True Feel Lubricant to Gay Men at the Parade

Published On
Jul 06, 2016

Editor's Pick

K-Y went all out to promote its new lubricant to gay men at New York's Pride last week, rebranding itself to GA-Y and even branding manholes with the message "Now for Manholes."

The campaign, by Havas Worldwide New York, introduced a silicone-based lubricant called True Feel. According to Havas, until now the brand has been largely overlooked by gay males because K-Y has never had a long-lasting, natural feeling silicon-based alternative to water-based lubricants.

The RB-owned brand temporarily changed its century-old name from K-Y to GA-Y online and at the Parade, with a GA-Y True Feel Float, branded GA-Y product giveaways, the branded manholes, and a ride down the "Lube Tube" for guests at NYC Pride's closing party.


Jul 06, 2016
Brand :
Client :
Agency :
Havas New York
Chief Creative Officer :
Toygar Bazarkaya
Executive Group Director :
Jason Musante
Global Executive Creative Director :
Israel Garber
Creative Director :
Luke Hughett
Creative Director :
Sean Lee
Senior Art Director :
Bryce Aviano
Senior Copywriter :
Morgan Perrine
Art Director :
Rachel Renock
Copywriter :
Thalia Forbes
Junior Designer :
Marta Llop
Editor :
Hanne Vaughn
Editor :
Mitch Schreiber
Editor :
Mike Ramirez
Graphics :
Cody Healy-Conelly
Graphics :
Kirok Kwon
Graphics :
Nayeli Laveanderos
Global Brand Director :
Betsy Simons
Account Director :
Jennifer Lo Sicco
Account Supervisor :
Sarah Louie
Account Executive :
Emily Martin
Global Chief Content Officer :
Vin Farrell
Head of Content :
Sylvain Tron
Executive Producer :
Laura Shuey
Senior Producer :
Sarah Ko
Junior Producer :
Rachel Roderman
Business Affairs Director :
Cathy Pitegoff
Group Planning Director :
Betsy Liegey
Senior Planner :
Kelsey Ellefson
Senior Social Strategist :
Kristen DiLandro
Vice President, Account Director :
Denise Kaplan
Account Supervisor :
Gina Giordano
Rachel Carter
Chris Tedesco
Lynn Kenney
Karen Chisholm
Rachel Sexton
Elyse Goldweitz
Michael Repollet

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