Summer's Eve Uplifts Women in New 'Wipe the Day' Campaign

Summer's Eve just announced the launch of its new campaign with agency FCB that aims to destigmatize the conversations surrounding vaginal odor and empower women to be more confident with their bodies. 

Titled "Wipe the Day," the new initiative is marked by several spots that showcase how Summer's Eve's products can leave women feeling fresh and confident throughout their nine-to-five and five-to-nine daily routines.

Products from the Ultimate Odor Protection line include:

• Daily Refreshing Spray
• Daily Refresing Wash
• Daily Refreshing Wipes

Alongside the hero spots, the campaign will include several digital advertising efforts, retail displays, partnerships, and social media content.

 

 

 

 

 

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It ties into the leading female hygiene brand's mission of revolutionizing the space by addressing the common yet taboo topic of vaginal odor.

In tackling the issue head-on and spreading awareness, the brand promotes self-care among those who experience it and encourages open conversations about intimate hygiene. 

"The 'Wipe the Day from Your Vajay' campaign reminds us that while women are busy navigating their complex lives, Summer’s Eve is there with washes, wipes, and sprays to “wipe” it all away. It’s a new voice for the brand, and a fun, fresh message," Monique Kaplan, SVP and executive creative director at FCB, told DesignRush.

Cassin Chaisson, the brand's VP of marketing, likewise expressed excitement over the unveiling of the summer campaign, saying that Summer's Eve's consumers have long sought open conversations about intimate wellness and "solutions for long-lasting freshness and odor control."

"This new campaign perfectly positions us to amplify their concerns and highlight our effective solutions," she added. 

"Wipe the Day" is a great example of how brands can gain the trust of their consumers with a solid brand marketing strategy. This value is seen in how 46% of consumers are willing to pay more if they trust a brand.

By positioning itself as a company that understands the struggles of its target audience, Summer's Eve is more likely to resonate with them on a more meaningful and deeper level, building trust in the process. 

This strategy highlights how hygiene branding should go beyond direct product promotion. It should foster trust that normalizes conversations about intimate care, and strengthens consumer confidence.

Odor Protection Throughout the Day

Each spot from "Wipe the Day" highlights how Summer's Eve's products were made to fit different lifestyles and hygiene preferences.

In one advert, a woman says she "has had a day," making calls in the office during her nine-to-five, and taking care of her toddler during her five-to-nine.

However, every hour in between was spent driving, working out, and doing groceries. So, she stays fresh and clean with the pH-balanced Ultimate Odor Protection washes and wipes. 

The second commercial follows the same theme, with a woman working as a store clerk from nine to five and cooking dinner from five to nine. 

For every hour in between, she urges all the ladies to get an "odor control that works as hard as you do," like Summer's Eve's Ultimate Odor Protection with Boric Acid. 

Both spots conclude with the campaign's tagline: "Wipe the day from your vajay."

Previously, FCB worked on a campaign with food storage container brand Glad, bringing back the iconic Y2K style through a nostalgic spot.

If you want to create a campaign like Summer's Eve, consider partnering with a top advertising agency that you can find in our agency directory.

Editing by Katherine 'Makkie' Maclang