In 2016 K-Y released a silicone lube, primarily targeted at gay men. So we threw a coming-out party for it during NYC Pride, rebranding them G-AY for the day. For the event we changed the logos across K-Y.com and created custom packaging for sampling and in-store, guerrilla OOH “manhole” covers and, of course, a giant, over-the-top, rocket float promising a ‘smooth ride to Uranus’.

Of course it shot confetti out the tip.