Less than a year since this Summer's Eve debacle, the brand has embarked on a serious creative overhaul in partnership with The Richards Group.
First, there's a new ad campaign and packaging. I don't really know what to say about the launch spot; to me it's a cool idea but the execution comes off spoof-y (and I don't think it was intended that way). But the tag line is a nice change and opens the doors for better work in the future.
Then there's a blog, ThatsVaginal.com, positioned as "a rogue agent acting loosely on behalf of Summer's Eve." The blog is written by a cat--yes, a cat named Carlton--in the voice of Austin Powers (seriously). It's wacky, but I do enjoy the tone of this video and admire that it got sold in.
Finally, there's an educational website, dedicated to teaching you about all things vagina. I'm a fan of the "vagina owner's manual." That makes so much sense. However, inexplicably, there are no posts in the vagina forum yet. Hm.