Playtex has a new product called "Fresh + Sexy" intimate wipes, designed for men and women to freshen up before and after sex. New ads for the product, from Grey in New York, have a hard time addressing the issue directly, so they use suggestive wordplay. "A clean beaver always find more wood," says one ad showing a clean beaver finding more wood (or possibly just floating in a stream). "A clean pecker always taps it," says a second ad showing a woodpecker tapping it at least temporarily. There are two other ads: "A polished knob always gets more turns," showing a shiny doorknob, and "A clean peach always gets picked," showing a glistening peach. BuzzFeed has questioned whether the headlines are factually true, while Jezebel focuses on the woman-shaming aspect of the ads. What do client and agency have to say?
"This product was designed to address an important consumer need. Sex isn't always a planned event that can be prepared for. With Fresh + Sexy wipes, couples now have a way to be clean and ready for even the most spontaneous moments. They can be ready for intimacy whenever—and wherever—the mood strikes." —Erik Rahner, group marketing director at parent company Energizer Personal Care
"We wanted to be fun and playful and bold all at the same time. And the campaign lets us be all those things. … When you're clean where it counts, you're ready for anything." —Elaine McCormick, creative director at Grey New York
See the woodpecker ad below.