Welcome Guest to Happi

Subscribe Free: Magazine | eNewsletter

current issue May 2015
 •  Palmers Casts Hewitt for Fall Campaign  •  UPDATE: P&G Sells Frédéric Fekkai  •  Novex Expands With Curls Collection  •  Net-A-Porter Picks Up Goldfaden MD  •  Spectrum Buys Armor All
Print

Playtex has hired Rocker Andrew W.K.



Published April 4, 2013
Related Searches: wipes care design men
Post a comment
Sex, Wipes and Rock ‘n Roll? Playtex has hired Rocker Andrew W.K. to promote its new line of intimate wipes called Fresh and Sexy.

Introduced last month, the wipes are designed for both men and women to use before and after sexual activity. They’re the latest in a wave of items created by consumer product makers trying to expand feminine care brands into new categories.

Hiring Andrew W.K., a long-haired rocker known for songs with titles like “Party Hard” from his breakout 2001 album “I Get Wet,” to promote the brand is one way to push the message that the wipes are for both men and women. He kicked off his duties hosting a “Fresh and Sexy”-themed party at the South by Southwest Interactive conference in Austin, TX.

The Playtex product hit store shelves on Valentine’s Day and sells for $5.99 to $7.99.


blog comments powered by Disqus