March 06, 2013 5:05pm PT by Colin Stutz
Andrew W.K. is New Spokesman for Playtex
Playtex, the feminine products brand, is expanding into the niche pre- and post-sex "intimate wipe" business with a new line called "Fresh + Sexy" that's designed for use by both genders before and after coitus. The kicker: Andrew W.K., the 33-year-old hard-rock party king, is the new line's spokesman.
"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 released Wednesday. "Fresh + Sexy Wipes were specially designed to help couples feel confidently clean, before and after they engage in sexual activity!"
It seems an odd fit for an artist best known for wearing the same white jeans-and-T-shirt combination for the better part of a decade, but considering the title of his 2001 debut album, I Get Wet, perhaps it's not such a stretch. Still, Playtex's statement comes as a bit of a laugh: "This exciting new product required the help of someone who could embody the brand’s playful yet bold campaign," said the company. "Someone who could party hard but still be clean when it counted."
With the tagline, "Clean Where It Counts," Fresh + Sexy Wipes were designed to "address an important consumer need" -- "to help couples feel confidently clean every time they engage in sexual activity."
Apparently, he who is too unorthodox for the U.S. State Department is plenty good for Playtex and, presumably, college students.