It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.
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.