For consistency, shouldn’t it be “to keep ’em dry”?
As a brand name, “Wick’em” is assertively descriptive if a bit too reminiscent of Hang ’em High. (I’d like it better if the brand were spelled Wickham and the styles were called Lady Wickham, the Dowager Countess of Wickham, and Mistress Wickly.*) There’s no way to make “wick” sound elegant, and the apostrophe takes it even further downmarket.
The folksiness of that eye dialect is at odds with the boardroom-stiff brand voice of Wick’em’s parent company, Coconut Grove Intimates (whose other products include adhesive bras and which is headquartered, incongruously, in Ontario, Canada, far from any coconut groves I’m aware of). There’s that “moisture management” descriptor, for starters. And on Wick’em’s About Us page I learned that Coconut Grove Intimates is “an industry leader in the development of solution-oriented bras and bra accessories.” Maybe Hank Hill should be the corporate spokesman.
Hat tip to Corporette for the Wick’em link.
P.S. If you’re goin’ to go droppin’ letters, at least get it straight. It’s “Wear ’n’ Care”—one apostrophe for each of the missing letters in “and”—not “Wear N’ Care.”
* And I’d really like to rename the product Bosom Buddy, but it’s taken.