Brand Purpose Out Of Home Sexual Wellbeing

Knect’s slick lube campaign kisses goodbye to Dry January


By John Glenday, Reporter

January 31, 2023 | 2 min read

Sexual intimacy brand Knect is celebrating the passing of Dry January with a suggestive outdoor campaign as we slide into February.


Slick lube campaign kisses goodbye to dry January

The water-based lubricant, previously known as KY Jelly, is hitting the streets in a bid to capture the attention of new mums, menopausal women and others seeking to enhance intimacy through winter.

Crafted by McCann, ‘Goodbye Dry January’ gets straight to the point with a simple message playing on New Year’s resolutions.

Lucy Willars, brand manager for Knect, said: “With Dry January trending over the last few weeks, we thought we should join the conversation – we have some authority on this word! We are hoping this reactive campaign raises a few smiles and helps everyone say goodbye to Dry January, in more ways than one."

The succinct campaign appears across Manchester and London today.

Brand Purpose Out Of Home Sexual Wellbeing

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