Altrincham company works on the rebrand of KY Jelly

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An Altrincham company is behind the rebrand of iconic lubricant brand KY Jelly.

Brandon’s work will see the brand – often regarded as the generic term for lubricants – renamed as Kynect.

Based on Victoria Street in Altrincham, Brandon has previously worked on rebrands for Horlicks, Ella’s Kitchen and Napolina pasta.

Roger Scarlett-Smith, Executive Vice President UK at Thornton & Ross, the brand’s manufacturer, said: “KY Jelly has built up a highly loyal customer base going back several generations. 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’.

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