Playtex gets cheeky for new launch

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Playtex, a division of Energizer Personal Care, is launching a new unisex product in Canada, Fresh + Sexy wipes, designed for cleaning before and after sexual activity, with an innuendo-laden launch campaign.

With media from MEC and creative adapted for the Canadian market by Grey Canada (original creative is from Grey New York) and OOH sampling from Boom! Marketing, the product is targeting men and women aged 25 to 44 with a print, digital and a restaurant and bar sampling program.

Sohana Samanta, brand manager, Playtex Feminine Care, tells MiC that creative in the campaign is aimed at making people do a double-take and reaching the target consumer in a clever and subtle manner. Taglines in the campaign include “a clean beaver always finds more wood” and “a clean pecker always taps it,” alongside animal images.

Starting in March, the Canadian digital buy is running on sites through the Glam Media Network, as well as through Yahoo! Lifestyle. Restaurant and bar sampling will run in Toronto and Vancouver, says Samanta, targeting establishments that reach the desired 25 and older demographic.

Print ads are appearing in US publications targeting men such as Sports Illustrated and women in titles like Women’s Health. Though some titles, like Cosmopolitan and US Weekly weren’t comfortable running the creative as is, and instead chose to run a teaser that directed readers to the product website to see the ads instead.

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