KY Jelly was rebranding to Knect and with that came a shift from overly sexualised and cheeky branding commonly seen in the category to something more than just sex.

It was discovered that people were having less sex why? A lack of connection with their partner, in a world where the last thing we look at is our phone not our significant other before bed. So Knect positioning was all about connection and how sex brings people not only physical together but emotionally too.