Liquid Treat AgencySpy AdsoftheWorld BrandsoftheWorld LostRemote TVSpy TVNewser PRNewser FishbowlNY FishbowlDC 10,000 Words GalleyCat MediaJobsDaily

Chris Hacker: Sustainability Expert, Smooth Operator

kyguy.jpg

We never tire of hearing sustainability guru Chris Hacker talk about his design work at Johnson & Johnson. We even saw him back when he had just left a similar position at Aveda, when his presentation was still called “Green is the new black,” which he doesn’t call it anymore, he says, because, well, we’re sure you understand why.

Although it was great to see how his work for this gigantor corporation is really making an impact–they’ve reduced, re-sourced and redesigned packaging for so many major products already–we were much more, um, intrigued by his work on the new KY brand: Intrigue.

J&J decided that since KY was so often applied to intimate situations, they’d rebrand a segment of the market to stimulate that growth. The redesigned bottle–which is, of course, sustainable–has sexy graphics and a very hot marketing campaign. And, get this: It’s designed so that even in the dark you can feel around the bottle to figure out how to open it. Hacker says he can vouch for that. “I’m going to embarrass myself, but it’s a really wonderful product,” he laughed.

All jokes aside, KY Intrigue is now the number one lubricant at most major chain stores like Target. Talk about market penetration.

Mediabistro Course

Online Production for Writers and Editors

Online Production for Writers and EditorsStarting July 17, learn how to create multi-dimensional content for your digital mediums! Taught by a mulitplatform journalist, Darragh Worland will teach you how to create content that is multi-dimensional and editorially relevant, use the web to its full potential, create stories that have social media campaigns built in and increase your value as an employee. Register now!