Feminine hygiene brand Summer’s Eve announced the launch of its new national marketing campaign, “Wipe the Day.” The campaign celebrates the confidence that Summer’s Eve provides active women by destigmatizing conversations around vaginal odor, offering effective solutions for freshness, and empowering women with body confidence.

The innovative “Wipe the Day” creative is backed by a comprehensive 360-degree integrated marketing plan including digital advertising, dynamic retail displays, strategic partnerships, engaging social media content and consumer sampling initiatives. Spots highlight an array of Summer’s Eve products tailored to fit active lifestyles and different hygiene preferences including the recently launched Ultimate Odor Protection line – Daily Refreshing Spray, Daily Refreshing Wash, and Daily Refreshing Wipes.

The campaign embodies Summer’s Eve’s mission to revolutionize the feminine hygiene space by addressing vaginal odor, promoting proactive self-care and encouraging open dialogues about intimate wellness. The creative content highlights the daily challenges faced by women and their bodies, featuring a diverse cast that represents the typical Summer’s Eve consumer – always multi-tasking and excelling at every life stage.

“We are excited to unveil Summer’s Eve ‘Wipe the Day’ this summer,” says Cassin Chaisson, VP of marketing at Summer’s Eve. “Our 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.”

The “Wipe the Day” campaign was created, directed, and edited by Summer’s Eve’s creative agency of record, FCB Chicago in conjunction with PrettyBird. Ashley Armitage, best known for bringing candor, style and freshness to visual storytelling that dismantles beauty standards and breaks outdated societal norms, was selected to direct the project.

“When Summer’s Eve first approached me with the opportunity, I was so excited that I shared the news with my family. Coincidentally, a relative had just taken the Summer’s Eve wipes on a trip to Costa Rica,” shares Ashley Armitage, PrettyBird director. “It’s exciting to be working with Summer’s Eve to usher in a new era. The commercials were so much fun to bring to life and I think we set a record for using the word ‘vajay’ on set!”

The campaign launched on July 15 across retail, digital media and social platforms.