"We're extremely excited to debut this campaign," said Helen Way, senior marketing manager at Astroglide. "This approach to us is about more than raising brand awareness, it's about presenting a look and feel that isn't overtly sexy, but seductive and sensual. Our goal is to be the leader in personal health products, we believe this campaign is representative of that. We're eager to see how this new look impacts the business."
Added Patrick Cinco, creative director at Red Door Interactive: "This campaign presented a rather unique challenge from a creative standpoint. Our goal was to not only increase Astroglide's brand awareness, but to do so in a way that's different from the raunchy, ultra-sexualized look that you typically see within this category. We wanted to elevate the campaign to be more reminiscent of the fashion industry versus just blending in with the rest of the competition."