While it may seem like an unusual brand partnership, K-Y is hooking up with Tripadvisor with the goal of helping couples reconnect in all aspects of their relationships.
Part of the promotion is encouraging “new experiences in new places and spaces in 2022,” per the brands.
Dynamics within relationships drastically shifted during the pandemic. One third of married men and women reported that the pandemic increased stress in their marriage according to a study by the American Family Survey.
The activation kicked off on Valentine’s Day, a key sales moment for K-Y, and continues through April 14. It includes the Reconnect and Reignite Sweepstakes. Winners will receive a romantic getaway to their domestic destination of choice as well as a year’s supply of K-Y Yours+Mine Couples Lubricant.
"Valentine’s Day is over, but dedicating time to one another doesn’t have to be,” per the sweepstakes website
The contest and other campaign efforts are using the hashtag #ConnectwithKY.
For couples who don’t win the contest but are willing to take matters into their own hands, K-Y worked with Tripadvisor to publish a curated guide of romantic rendezvous spots perfect for rediscovering one another.
Finally, K-Y is continuing its partnership with Dr. Shannon Chavez, who has served as the brand’s sex expert for two years. The Beverly Hills, Calif. based sex therapist shares insights on the emotional, mental, and physical benefits of reconnecting.