Can A Man Rep Feminine Hygiene Products?
SXSW is approaching, and with the big event (which is expected to draw tens of thousands of well-connected digital types) are a ton of companies looking to capitalize on the opportunity to make a big impression.
So here’s something that should catch your eye: Andrew WK, a musician, party guy, and the founder of New York club Santos Party House who’s known for having a bloody nose (you can check it out on his website), is apparently the new spokesperson for a Playtex feminine hygiene product, ad seen above. We saw the news on Jezebel, which links to a press release, available here. It’s so crazy, we did a little snooping around to see if this might be some sort of a gag. (You can buy these wipes on Amazon.) In the release, there’s a statement form 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.” Wow.
We’d bet money this is something just for SXSW, meant to get a truckload of buzz and giggles. Last year, a company turned homeless people into Wifi hotspots for charity at SXSW and got nationwide attention. So the bar has been raised.
Whether you know who Andrew WK is or not, the answer to the question above is no. I don’t want to hear what a man has to say about feminine hygiene. Not in real life. Not in an ad. And most men don’t have much to say on the subject. In fact, they’d rather pretend the issue doesn’t exist and if the ladies need to talk about it, please do so over cocktails with other women very far out of earshot, thank you very much OK fine.
The next question is whether this will successfully get Playtex the publicity it craves. Is a momentary flash in the pan that gets some media coverage and attention at the conference worth it? Anything for a little PR.