LYNCHBURG, Va. — Feminine hygiene product manufacturer Summer's Eve is promoting its line of external cleansing and freshening products with a new multimedia campaign that aims to turn the feminine hygiene market on its head and change the way women may think of the brand, and remove long-standing stigmas.
The centerpiece of the campaign, developed in partnership with Dallas independent agency The Richards Group, is a television spot called "The V," starring Cleopatra and other strong female archetypes exalted for their combination of power and femininity.
"The whole category has been talking to women the same way since feminine hygiene products have been in the marketplace, and ironically, many media outlets won't even allow the use of the word 'vagina' in advertising. We are way past due for a change," said Angela Bryant, director of U.S. marketing for feminine care at Summer's Eve. "Hearing from women on our listening tour last year cemented that now is the time. This campaign is about empowerment, changing the way women may think of the brand and removing long-standing stigmas: Summer's Eve is not a means to confidence; rather, it's a celebration of confidence, of being a woman and taking care of their bodies."
In connection with the new campaign, Summer's Eve recently launched a new logo and product packaging, a new website at Summerseve.com, an edgy online video known as "That's Vaginal" and a body awareness and education campaign called "ID the V."
Summer's Eve also will take its "The V" campaign to the big screen for the brand's cinematic debut, with a 60-second spot running in National CineMedia's FirstLook pre-feature show in select movie theaters nationwide through the end of July.