Pleasure made personal for Astroglide.
Astroglide was one of the nation’s top three personal lubricant brands. But competition in the retail marketplace was heating up, and this made it harder than ever to stand out. Seeking to rise above the pack, the brand needed to reach new audiences and increase its market share.
EFM spotted an opportunity to target underserved segments, and helped Astroglide evolve to broaden its appeal. We shifted the tone of the brand to one that was more playful, inclusive, and bold—with emphasis on sex-positive themes and dispelling taboos surrounding lube. Across multiple campaigns, digital media, product launches, events, and more, we introduced a different side to Astroglide with high-impact media and creative tailored to individual personas.
The results delivered more than your run-of-the-mill rebrand. In addition to driving engagement and sample requests, we connected Astroglide with consumers long-ignored by competitors, which elevated the brand to the top of the retail podium.
Media Strategy & Planning
Web & Digital Design
Photography & Video
Content & Messaging
Paid Media, Search & Analytics