Playing into what’s trending in social media is a boon for any campaign and this campaign chose the perfect meme, the viral Hawk Tuah Girl, to make its product awareness surge. The product is sexual wellness brand, Peech’s, lube and it has been launched by agency, Worth Your While, as Hawk Tuah In A Tube.

A little explanation for those who don’t spend their free time in the rabbit hole called TikTok. Hawk Tuah translates as spitting. The Hawk Tuah Girl is Hailey Welch, whose fame comes from a street interview from creators, Tim & Dee TV. When asked “What’s one move in bed that makes a man go crazy every time?”, she responded, “You gotta give ’em that ‘hawk tuah’ and spit on that thang.” And then she showed them.   

The brand, already known for its honest approach to intimacy, has launched the cheeky campaign through Worth Your While, with the promise that you’ll never have to “spit on that thang” again.

Yes, the provocative campaign uses the meme as an attention-grabber, but the campaign is underpinned by Peech’s belief in making pleasure safe, accessible, and fun. The launch of Hawk Tuah In A Tube aims to set a new standard for, and help to de-taboo the use of, lube that avoids the introduction of harmful bacteria and even the spreading some sexually transmitted infections (STIs) like gonorrhea.

Peech is also rolling out blog posts and social to support the campaign launch.

Clara Filippa D. Andersen, co-founder & CEO of Peech, stated, “We want to raise awareness about the risks of using saliva as a lubricant and the importance of choosing safer alternatives. With Hawk Tuah In A Tube, we’re combining humour with health to help the topic of lube slide more easily into everyday conversations.”