SKILLMAN, N.J. - On the shelves only two weeks, KY Intense female arousal gel will launch a $22 million ad campaign in April.
Johnson & Johnson saw major success with its ad campaign for its Yours+Mine brand of lubricants, which was marketed for use by couples.
"This is a game changer," said Dennis Paradise, president of Paradise Marketing, a company that has been a distributor for Johnson & Johnson products for more than 30 years. "That amount of money is more than the annual gross revenue of most lube companies. This is a marketing effort for a single item that's beyond what any other company would be capable of, and it will have people talking about KY Intense like they talk about the Nintendo Wii or the iPhone."
The campaign, according to Paradise, 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.
"It will get America talking about the fact that these kinds of products really exist," said Paradise. "And that it works because it comes from an ethical company. The fact of the matter is that when consumers walk into a store, they want what they saw advertised and they're familiar with the parent company that brings them products like Listerine, Band-Aid and Tylenol."
Johnson & Johnson invested $10 million in the launch of the Yours+Mine brand.
KY Intense is available at finer adult stores as well as Walgreens, Target, and online retailer Drugstore.com.
