Lessons Learned

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Working for Summer’s Eve for nearly a decade, I’ve seen and heard everything—every vaginal euphemism, every douche joke—even a Saturday Night Live spoof a few years back. Nothing fazes us. You learn quickly to keep your head down and focus on the brand, and turn a deaf ear to wise cracks.
As happens to many brands, we had unknowingly become creatures of habit. We had stopped taking the risks necessary to really get into our consumers’ minds to find that ownable place, and the result was a wrong-headed advertorial and eye-opening backlash.



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