HEALTH

Summer’s Eve delivers frank message in new campaign

BY Allison Cerra

LYNCHBURG, Va. — Feminine hygiene brand Summer’s Eve recently launched a video that encourages dialogue about the female anatomy.

The brand launched the "That’s Vaginal!" video to encourage consumers to move away from euphemisms and from treating the vagina as a taboo topic, Summer’s Eve said, adding that the video will be supported with a redesigned website and candid attitude.

"We created ‘That’s Vaginal!’ as an entertaining way to drive home an important point: The industry, including Summer’s Eve, and society have talked in code about the vagina and women’s genitalia for too long, and it’s time for a change," Summer’s Eve U.S. marketing director Angela Bryant said.

"Women tell us they’re ready to embrace talking about their bodies in an open, honest way," Bryant added. "We’ve been dancing around the word ‘vagina’ for so long; we wanted to invent an unexpected, fun way to give it a new, positive place in today’s vernacular."

Summer’s Eve will debut its new campaign in July, including integrated television, print and digital creative, as well as a bold body-awareness campaign.

Click here to view the video.

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HEALTH

Nipro showcases diabetes-friendly energy shot

BY Michael Johnsen

BOSTON — Nipro Diagnostics is building around its co-branded blood-glucose meter with a line of glucose-control products, including its TruePlus glucose shot.

The entire line also includes a glucose tablet product, a glucose gel and a diabetes-friendly multivitamin. But it’s the diabetes-friendly energy shot that should garner the most interest, because that will be the acceptable delivery format for the next generation of diabetics.

As a category, sales of energy shots were up 43.5% to $173 million for the 52 weeks ended April 17 across food, drug and mass outlets, according to SymphonyIRI Group.

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Nelson brings lower-dose, higher-absorption iron solution to market

BY Michael Johnsen

BOSTON — Nelson marks the second branded player that should be making a significant commitment against iron supplementation in the coming year — the other being Meda Pharmaceuticals.

Nelson, however, is approaching the market with a "less is more" mantra. In other words, it’s a lower dose iron solution with a higher aborption rate.

And because of the lower iron dose, it’ll be a lot less likely to cause constipation and will be gentler on the stomach too.

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