Reckitt to put marketing muscle behind K-Y brand after acquisition

Reckitt Benckiser plans to invest in marketing K-Y after buying the sexual lubricant brand from Johnson & Johnson for an undisclosed sum.

Reckitt to put marketing muscle behind K-Y brand after acquisition

The consumer goods company already owns condom brand Durex and says it takes a “very pro-active approach” to marketing the sexual well-being category. While it is too early to share details of any marketing campaigns, a spokesperson says K-Y will benefit from Reckitt’s “innovation and brand equity investment approach”.

Reckitt says sales of K-Y topped $100m (£60m) in 2013. It will now sit alongside Durex as the firm aims to create a “unique portfolio” of brands in the sexual well-being category.

Reckitt, like rivals Unilever and Procter & Gamble, has been investing in innovation and new products in a bid to prove its value and reduce the level of discounts and promotions that became commonplace during the recession. It has also increased the amount it invests in brand building based on its own Brand Equity Investment criteria, which is the sum of media advertising, digital activity and consumer and B2B education programmes.

The firm claims investment in its brands accounted for 13 per cent of net revenue last year, equal to a £100m increase compared 2012. In particular it has invested in its “power brands”, which includes Durex, as well as newly-acquired brands.

Last year it bought vitamin company Schiff, launching its first vitamin products early this year with the introduction of MegaRed. That launch was supported by a £5m marketing campaign that included TV, press and digital ads.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here