We’ve been talking about the notion of Co-Creation – inviting consumers to actively participate in your brand experience – for several years now, ever since we saw it starting to build steam on our early Global Safari trips. But far from being an old idea, brands keep finding new ways to dimensionalize this trend.

K-Y® is taking Co-Create – and, presumably, consumers’ love lives – to a whole new level with YOURS+MINE™ personal lubricant. Billed as “the first intimacy enhancing product for couples,” YOURS+MINE™ promises an exciting sensation for him, a thrilling one for her, and an amazing reaction when the two combine. Because, as Johnson & Johnson put it, “it takes two to create a magical encounter.”

Wise words – and the very reason why Co-Create is such a powerful idea.

Does your brand encourage consumers to participate in your brand experience? Does it help consumers connect with each other?

SOURCE: jnj.com