Andrew W.K. Becomes Spokesperson for Sex Wipes

Posted on Mar 14th 2013 4:30PM by The Associated Press Comments

Playtex

NEW YORK (AP) - The maker of the Playtex brand has hired an unexpected spokesman for its new "Fresh and Sexy" intimate wipes: rocker Andrew W.K.

The wipes, introduced in February, are designed for both men and women to use before and after sexual activity. The Playtex brand, owned by battery maker Energizer Holdings Inc., already markets a variety of consumer products including baby products and household gloves, but it's mostly known as a tampon brand. The new product is the latest in a wave of consumer product makers expanding 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 SXSW Interactive conference in Austin, Texas, on Saturday.

"We wanted to be fun and playful and bold all at the same time," says Elaine McCormick, creative director at Grey New York, which helped create the accompanying ad campaign.
The product hit store shelves on Valentine's Day and retails for $5.99 to $7.99.

Energizer and other disposable battery makers are facing a decline in demand with more reusable, cost-effective products on the market. To offset this, Energizer is undergoing a restructuring plan including job cuts and lowering overhead spending.

In its personal care division, CEO Ward Klein said in a quarterly earnings call with investors on January, the company plans to drive growth by rolling out new products throughout 2013. Other new products include razors such as Schick Hydro 5 disposable razors and the recent launch of Playtex Gentle Glide 360 tampon.

Energizer is not the only consumer product maker that has expanded feminine care lines. Kimberly-Clark in July expanded its Poise brand, which formerly only included incontinence pads, into a line of menopause products.

Shares of Energizer rose 42 cents to $94.82 in midday trading.

Copyright 2013 The Associated Press. The information contained in the AP news report may not be published, broadcast, rewritten or otherwise distributed without the prior written authority of The Associated Press. Active hyperlinks have been inserted by AOL.

Watch 'Party Hard' Video
Filed under: News

All the Andrew W.K. info you want to know

Andrew W.K. and Marky Ramone's Pizza…

Spinner

Gino DePinto, AOL At last, our saga with Andrew W.K. and Marky Ramone comes…

Marky Ramone's Pasta Sauce Story -- A…

Spinner

Gino DePinto, AOL Marky Ramone has one of those old-school Brooklyn accents…

Andrew W.K. Interviews Marky Ramone:…

Spinner

Gino DePinto, AOL When Marky Ramone and Andrew W.K. stopped by our New York…

See all Andrew W.K. »

Add a Comment

Sign in »
*0 / 3000 Character Maximum

2 Comments

Filter by:
Susan

Bella. I agree that Philip`s posting is unbelievable... on monday I got a new Car from having made $7552 this past 5 weeks and over ten-grand this past munth. it's by-far the easiest work Ive had. I actually started seven months/ago and practically straight away startad making over $72 per/hr. I follow this website, jump15.com

March 18 2013 at 1:30 PM Report abuse rate up rate down Reply
Creight Frazee

until I saw the draft which said $5382, I have faith that my brother was like truley erning money part time on their apple labtop.. there sisters roommate started doing this 4 only about six months and resantly paid the mortgage on their house and purchased BMW M3. read more at, ............ BIT40.ℂom

March 18 2013 at 5:12 AM Report abuse +1 rate up rate down Reply

Your Settings

{email}

Subscriptions

Weekly Newsletter

Noisecreep news in your mailbox. Top Articles, reviews, photos & more.

Realtime alerts

Daily alerts


Update
Cancel