Playtex has caught on to the fact that people have been using baby wipes to clean up before and after sex, and is now marketing them as "Fresh + Sexy". (Reminds me of the story of how Kleenex became a disposable handkerchief.)
But since grown-ups can't discuss sex with straight faces, they've based their entire marketing campaign on really childish wordplay:
Jezebel has dismissed this as more body-shaming marketing aimed at women, akin to the great Summer's Eve "dirty vagina" fiasco of 2010. I wouldn't go that far. Yes, they are part of a general trend in advertising, since the 1920s, to make women feel insecure about the cleanliness of their intimate parts.
But I think most people do some kind of clean-up before and after sex. (Mostly women, perhaps, but men are often advised to be less "not so fresh" as well, these days.) A healthy soap and water regimen is ideal, as the unnecessary fragrance and other chemicals in wipes are always a concern. But for the out-of-home hookup, are these really such a bad idea?
Update: The campaign is by Grey NY. Read more about it at Adfreak.