You know, we’d love to come up with a different phrase for the newest product from Rhode Island lingerie maker Dear Kate (which calls its line of full-coverage underwear “functional cool-girl underthings”), but we just can’t get past thinking of these hip bottoms as sexy adult diapers.

Of course we understand that certain products require a bit more finesse when it comes to messaging, and we have to agree with the company’s decision to move away from the phrase “Sexy Period”, though we’re a little surprised by the explanation: according to New York Magazine’s The Cut, founder Julie Sygiel dropped the “in-your-face” copy and performed a little re-branding magic after discovering that her company had “a cult following among the…mildly incontinent.”

PR pros: How would we market this product? What do we think of Dear Kate’s campaign?

(P.S.: Make sure to click on the post and read the part about Sygiel’s first elevator pitch. It’s very amusing.)