KY is considered a boomer by Gen Z. It needs to capture Gen Z's attention and get them involved in the sexual revolution. This target audience loves to play social games.
To tap into this internet savvy generation, KY will partner with CAH, a party game where players complete fill-in-the-blank statements using words or phrases typically deemed risqué. We will do so with a physical card game collaboration & a takeover of gamified elements on IG stories.
We will build anticipation of the K-Y x CAH collaboration by revealing only a handful of K-Y’s game cards on the CAH Instagram page. We’ll share the cards on K-Y’s Instagram Stories, as well.
Social sites are all about connecting, and people will engage with K-Y on the CAH page. Interactive stories are also available where users can fill out different scenarios and answer poll questions.
On International Pleasure Day, Cards Against Humanity will release 'Pleasure Box,' a special edition pack that doubles as a unique bedroom game, spicing things up. Playing pieces will include packets of K-Y lube, condoms, and a massager to get imaginations flowing.
The pop up shops will be a series of rotating stores that feature the Pleasure box. Shopping locations can be found in lingerie stores, wine shops, and bars.