This undated product image provided by Energizer Holdings, Inc., the owner of the Playtex brand, shows a box of Playtex Fresh and Sexy Wipes, designed for both men and women to use before and after sexual activity. Playtex has hired an unexpected spokesman for the new product: Andrew W.K., a long-haired rocker known for songs with titles like "Party Hard" from his breakout 2001 album "I Get Wet." (AP Photo/Energizer Holdings, Inc.)
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This undated product image provided by Energizer Holdings, Inc., the owner of the Playtex brand, shows a box of Playtex Fresh and Sexy Wipes, designed for both men and women to use before and after sexual activity. Playtex has hired an unexpected spokesman for the new product: Andrew W.K., a long-haired rocker known for songs with titles like "Party Hard" from his breakout 2001 album "I Get Wet." (AP Photo/Energizer Holdings, Inc.)
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FILE - In this March 10, 2011 file photo, entertainer Andrew W.K. attends the 35th anniversary screening of "Taxi Driver" in New York. Energizer Holdings, Inc., the maker of the Playtex brand, has hired the long-haired rocker known for songs with titles like "Party Hard" from his breakout 2001 album "I Get Wet" to be the spokesman for its new "Fresh and Sexy" intimate wipes. (AP Photo/Charles Sykes, File)
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Ten shares fell after the struggling broadcaster completed part of a $230 million capital raising.
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In this Thursday, Sept. 22, 2011, photo, employees at Groupon pose in silhouette by the company logo in the lobby of the online coupon company's Chicago offices. Groupon Inc., the No. 1 online deals service, failed to show investors on Thursda, Nov. 8, 2012, that its business is growing as quickly as they would like, as it was hurt by what it called "continued challenges" from the economic weakness in Europe. (AP Photo/Charles Rex Arbogast)
For help selling wipes, Playtex goes rock 'n roll
NEW YORK (
AP) — Nothing sells wipes like rock 'n roll.
Tampon maker Playtex 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. They're the latest in a wave of items created by consumer product makers trying to expand feminine care brands into new categories
Battery maker Energizer Holdings Inc., which owns Playtex, has already attached the brand to consumer products from baby bottles to household gloves. But it's still mostly known as a tampon brand.
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, 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 sells 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 cutting jobs and spending.
In its personal care division, Energizer plans to drive growth by rolling out new products throughout 2013. These include razors, such as the disposable Schick Hydro 5, and the Playtex Gentle Glide 360 tampon.
Energizer is not the only consumer product maker that has built on its feminine care brands. Kimberly-Clark in July expanded its Poise brand, which formerly only included incontinence pads for women, into a line of menopause products.
Shares of St. Louis-based Energizer rose 74 cents to $95.12 in midday trading.
Tags:
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