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Having published one of the more embarrassing ads of 2010, executives at Summer’s Eve say a new campaign breaking this month will pull the feminine-care brand out of the past and introduce a more “relevant” voice that will connect with the modern American woman.
The ad that ran last August—a magazine execution that recommended douching as the first step toward getting a raise at work—was widely criticized as out of touch and even offensive. And while it was more muddled than malicious, brand manager Angela Bryant admitted the misstep was part of a chronic problem in the way Summer’s Eve had been talking to its target audience.
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