Iconic KY Jelly rebrands as Kynect in bid to target new market

ky jelly

One of the UK’s leading lubricant brands KY Jelly has rebranded to Kynect in a bid to arouse a whole new market of lovers.

Thornton & Ross, the company which the lubricant, revealed its contemporary new look and brand name on Tuesday, as part of a complete relaunch.

KY Jelly since 1904

KY Jelly, with its iconic brand heritage dating back to 1904, and often regarded as the generic term for lubricants, will use its new persona to communicate intimacy and connection.

“KY Jelly has built up a highly loyal customer base going back several generations”, Roger Scarlett-Smith, Executive Vice President UK at Thornton & Ross, which also owns the Covonia cough syrup, Savlon cream and Eucryl toothpaste brands.

“Our research shows that users appreciate the role it plays in facilitating connection and enhancing experience.

“By rebranding to Kynect, we will create a new and distinct brand positioning.

“Our marketing investment will focus on Kynection, the positive feel good effect from both the physical and emotional sides of relationships, reinforcing our position with loyal customers as well as attracting and engaging a new audience.”

The new Kynect packaging will start to hit shelves from this week, carrying the message ‘KY Jelly soon to be Kynect’.

Cheshire agency Brandon behind rebrand

Cheshire-based brand agency Brandon was enlisted for the creative overhaul in developing the new brand identity.

The KY brand won’t entirely disappear though, as it will continue to be used for the time being in other markets.