You Say, "That's Awesome!"; Summer's Eve® Says, "That's Vaginal™!"

Viral video and new website www.summerseve.com intended as prologue to July brand relaunch

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Jun 23, 2011, 09:30 ET

LYNCHBURG, Va., June 23, 2011 /PRNewswire/ -- Aimed at igniting frank, lighthearted dialogue about the female anatomy while inspiring women to be proud of their bodies, Summer's Eve®, the leading feminine hygiene product manufacturer, today announced ownership of the recently launched "That's Vaginal™!" video (www.thatsvaginal.com). The initially unbranded, tongue-in-cheek video – which attempts to replace the old idiom, "That's awesome!" with the new phrase, "That's vaginal!" – was virally released as the first step in the company's effort to invigorate the brand with new vitality. Summer's Eve also infused its website with a dose of the truly vaginal, launching a fully redesigned www.summerseve.com today that reveals the brand's new look and candid attitude.

With over 250,000 views in the first week, the video has proved to pique curiosity and spur conversation nationwide.

"We created 'That's Vaginal!' as an entertaining way to drive home an important point: The industry, including Summer's Eve, and society have talked in code about the vagina and women's genitalia for too long, and it's time for a change. Women tell us they're ready to embrace talking about their bodies in an open, honest way," said Angela Bryant, director of U.S. marketing, feminine care for Summer's Eve. "We've been dancing around the word 'vagina' for so long, we wanted to invent an unexpected, fun way to give it a new, positive place in today's vernacular."

The video features Carlton, a scholarly talking cat, who is on a crusade to tell America how important the vagina is – or should be. Likening the vagina to such natural wonders as Mount Kilimanjaro and the rings of Saturn, Carlton drives home, in an amusing way, the need for a shift in conversation – to move away from euphemisms and treating the vagina as a taboo topic. On www.thatsvaginal.com, visitors can also submit videos and praise all things "vaginal."

Summer's Eve today also unveiled its new website, revamped to reflect the brand's new packaging, including other conversation-spurring components such as a "V Power" page with expert articles about the stigmas associated with the vagina and women's anatomy, a glossary of feminine hygiene terms, and a "Vagina Owner's Manual" – a document full of fun, educational facts about the vagina.

"Just as the lifestyles of consumers are evolving, so is the direction of Summer's Eve," said Bryant. "We designed the new website to align with the fresh, modern and open brand women told us they expected Summer's Eve to be, and we cannot wait until our new creative campaign breaks July 18."

Summer's Eve will debut its new campaign this summer, including integrated television, print and digital creative, as well as a bold body-awareness campaign.

About Summer's Eve®

Summer's Eve® is made by Fleet Laboratories, Inc., a global manufacturer of pharmaceutical, OTC and cosmetic products. Now the number-one brand in feminine hygiene, Summer's Eve has evolved to offer a complete line of external cleansing and freshening products, such as Summer's Eve Cleansing Wash and Cleansing Cloths, to fit within a woman's lifestyle.

SOURCE Summer's Eve