K-Y Intrigue

Product Launch Influencer Program

Conversation about personal lubricant does not readily take place in public spaces, amongst strangers, but when Ammo was asked to amplify the launch of K-Y INTRIGUE we took on the challenge to make the product talkworthy. Our Peer Influencer program in San Francisco and New York reached a female consumer 25-35 years old who was sexually active, had a willingness to discuss intimate topics and actively shared information on health and beauty.

The INTRIGUE Influencer program was developed to feel like a series of shrewd glances among people who know a secret and are excited to share it. The key to creating this brand connection was the Intrigue Concierge, a woman who mirrored our target, and set the mood with a communication style where sex and sensuality could be discussed in a fun, exciting and positive way.

Through partnerships with wine experts, personal chefs, sex educators, sensual dance instructors and spa professionals, the parties mirrored the sexy, explorative and empowering nature of K-Y INTRIGUE.