Advertising Rb Creative

K-Y rebrands as GA-Y to promote its True Feel lube ahead of NYC Pride Parade


By Minda Smiley | Reporter

June 20, 2016 | 2 min read

Earlier this month, K-Y launched a new product called True Feel, a silicone-based lubricant that it hopes will appeal to the LGBT community.

k_y GA-y


To promote True Feel, K-Y is temporarily changing its name to GA-Y and will unveil the change at New York City’s Pride Parade this Sunday, June 26, where the brand will be giving out products and branded GA-Y gear. The GA-Y name change will only appear on True Feel products and swag given away at the parade.

Aside from giveaways, GA-Y banners will also appear on K-Y’s parent company RB’s digital properties, whose other brands include Mucinex, Durex and French’s.

According to Havas Worldwide, the agency behind the stunt, “reaching out to the gay community is emblematic of K-Y’s efforts to embrace ‘love is love.’”

At this year’s parade, K-Y will be using Facebook Live to let viewers check out the inside of its rocket ship float, which will blast confetti based on the number of shares and likes it gets.

The brand will also install a True Feel ‘Lube Tube’ at New York City Pride’s Dance on the Pier at Hudson River Park, where dancers can race down slides.

Advertising Rb Creative

More from Advertising

View all


Industry insights

View all
Add your own content +