Reliant on stock imagery that was both not diverse and definitely not very sexy, Astroglide’s marketing was stale when I took over in 2020. We completely refreshed the brand’s look and feel to bright, vibrant colors and custom illustration that allowed us to show and celebrate our audiences, from LGTBQIA+ to post-menopausal women. Partnering with a transgender artist, each piece of collateral now highlighted our targets at a level of sexiness that was right for the brand (and paid media). More recently, we launched a new tagline “Your best is yet to come.” to better define the benefits of lube for all.
Our new illustration :30 outperformed the old, stock video with a near 2x better finish rate.
Rich Media - Straight Couples
Rich Media - LGTBQIA+
Grindr Inbox Ads
Social Headers
Pride 2021
While most brands perform performative support to the LGTBIA+ community during pride, Astroglide wanted to make sure we supported where it mattered. Gay bars act as important centers for this community and the pandemic threatened many of them. Astroglide identified three key gay bars in LA, New York and Boston and donated $10k to each as a means of support during these hard times. We commissioned our illustrator to create all three in our Astroglide style so that we could celebrate them across our channels.