Summer's Eve® Launches New Campaign with The Richards Group

Multi-media campaign to set the stage for brand's new communication strategy

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Feb 01, 2011, 08:15 ET

LYNCHBURG, Va., Feb. 1, 2011 /PRNewswire/ -- Leading personal care product manufacturer Summer's Eve® is debuting a new creative campaign by Dallas independent agency, The Richards Group. The campaign, called "Freshen Up In Between," features everyday scenarios women experience, such as traveling for business and going to the gym, and how Summer's Eve fits into those experiences. The campaign will include print and online ads. The online ads will debut on February 1, 2011 and the print ads will debut on February 15, 2011.

Incorporating insights and key learnings from the brand's nationwide listening tour and recent proprietary study about women's knowledge of their own genitalia and the emotional impact of anatomical terms, the campaign taps into women's view of hygiene and the role it plays in their lives today.

"The campaign gives a glimpse into the life of today's dynamic woman, and how Summer's Eve products, such as the cleansing cloths and feminine wash, can fit into her daily routine, whether that's after working out or freshening up before dinner with friends," said Angela Bryant, senior brand manager of feminine hygiene for Fleet Laboratories, Inc. "This campaign is the first step of many for Summer's Eve's new communication strategy, and a new look and feel for the brand. Consumers will see in our upcoming summer campaign that this is not your mother's Summer's Eve."

In addition to the print and online ads, Summer's Eve also plans a diverse range of media engagements, including a custom newsletter series called "Get Personal Girl Talk" with LifeScript.com, a custom branded radio station on Pandora.com, quick health and body tips on SheKnows.com, and a custom photo gallery of the Academy Awards on TVGuide.com.

"Society has typically looked at feminine care as a problem-solution category," said Tina Johnson, creative director for The Richards Group. "This campaign begins to show that Summer's Eve has a place in a woman's daily life, just like her facial soap or body lotion. We're also introducing a new voice for Summer's Eve – one we hope women will relate to and respect."

Future marketing plans include new integrated television, print and digital creative and a bold body awareness campaign breaking this summer.

CREDITS:
Client: Summer's Eve
Spot Title: "Freshen Up In Between"
Break Date: 2/1/2011
Agency: The Richards Group
Art Director: Dan Case
Writer: Gina Roberts
Creative Director: Tina Johnson
Creative Director: Terence Reynolds

About Summer's Eve

Fleet Laboratories, founded in 1869, launched the Summer's Eve brand in 1972. Now the number one brand in feminine hygiene, Summer's Eve has evolved to offer a complete line of external feminine cleansing and freshening products to fit within the modern woman's lifestyle. Fleet Laboratories, formerly doing business under the name C.B. Fleet, markets the well-known Summer's Eve brand as part of a diverse range of cosmetic and pharmaceutical products in 100 countries around the world.

SOURCE Summer's Eve