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.