Thornton and Ross owned lube brand, Knect, previously known as KY Jelly, is hoping to stop people in their tracks today with a witty OOH campaign.

‘Goodbye dry January’, created by McCann plays to the products’ core benefits. OOH sites in Manchester and London are planned today.

Lucy Willars, brand manager for Knect said: “With ‘dry January’ trending over the last few weeks, we thought we should join the conversation  - we have some authority on this word! We are hoping this reactive campaign raises a few smiles and helps everyone say goodbye to dry January, in more ways than one.”

Knect is a water -based lubricant aimed at new mums, menopausal women or those looking to enhance intimacy.