Playtex -- famed maker of tampons and geometrically shaped bras -- has tapped rocker and party-enthusiast Andrew W.K. to represent its new line of "Fresh + Sexy" sanitary wipes. According to the product website, the wipes are designed for use by both genders before and after getting, you know, wet.
"Whether you just finished rocking a packed club or have an intimate encounter after a busy day, this product will make couples feel brand new," W.K. wrote in a statement. "Fresh + Sexy Wipes were specially designed to help couples feel confidently clean, before and after they engage in sexual activity!"
And for those headed to SXSW later this month, get ready to rock out with your cleaner than usual you-know-what out! Playtex will be hosting a "Fresh + Sexy" launch party at the Austin music festival.
According to Playtex, “This exciting new product required the help of someone who could embody the brand's playful yet bold campaign; someone who could party hard, but still be clean when it counted." And W.K. was just the guy they were looking for! They are "thrilled to have him on board."
I know that nothing is actually surprising anymore, but this seems like a bizarre move for both parties. W.K. is perhaps most famous for an album cover depicting his visage covered in blood, which doesn't scream mainstream sensuality. And Playtex is really breaking with type by going down the Axe Body Spray route with innuendo-laced advertisements. (What happened to nice ladies smiling while wearing modest yet supportive bras?)
That said, the partnership would make total sense for W.K. if conspiracy theorists are right and he is, in fact, just one big performance art project.
Either way, keep partying, Andrew!
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