SKILLMAN, N.J. — Johnson & Johnson will kick off its largest ad campaign ever for a product when commercials for its KY Intense female arousal gel air tonight during "CSI: Miami."
The commercials are part of a $22 million ad campaign the company has created to brand the product.
"This is a game changer," Dennis Paradise, president of Paradise Marketing, told AVN Novelty Business when the ad campaign was announced. Paradise Marketing has been a distributor for Johnson & Johnson products for more than 30 years.
The ad campaign was created in hopes of garnering similar results to the successful branding of KY's Yours+Mine brand of lubricants, which was marketed for use by couples. The ad campaign ran $10 million.
The first commercial will air on CBS sometime between 10-11 p.m. EST. Other primetime spots are scheduled to air during CBS' "Harper's Island," which premieres at 10 p.m. EST Thursday, and during ABC's "Brothers and Sisters," which airs at 10 p.m. EST Sunday.
Johnson & Johnson has also purchased ad spots for the product during upcoming original airings of "Oprah," "Days of Our Lives," "Jimmy Kimmel Live!" and "Late Late Show With Craig Ferguson," as well as syndicated episodes of "Seinfeld," "Frasier," "CSI," "Desperate Housewives," "Law & Order" and "Without a Trace" on various cable stations.
In addition to increasing branding for KY Intense, the ad campaign will also elevate the price consumers are willing to pay for the product, from $29.99 to $39.99 for a third-of-an-ounce tube.
KY Intense is available at various adult stores, as well as Walgreens, Target and Drugstore.com.
