• by Tanya Gazdik , June 23, 2011

A viral video and a new Web site are the hints of what's to come in the Summer's Eve brand relaunch, scheduled for July.

The feminine hygiene product manufacturer announced ownership of the recently launched "That's Vaginal!" video. The initially unbranded, tongue-in-cheek video (which attempts to replace the old idiom, "That's awesome!" with the new phrase, "That's vaginal!") was virally released as the first step in the company's effort to invigorate the brand with new vitality, says Angela Bryant, director of U.S. marketing, feminine care for Summer's Eve.

The video, which is also on YouTube, has been viewed more than 255,000 times since launching a week ago. Summer's Eve will debut its new campaign July 18, including integrated television, print and digital creative, as well as a body-awareness campaign.

Summer's Eve also infused its new Website with the same candid attitude, Bryant says. Both the Web site and the video are aimed at prompting dialogue about the female anatomy while inspiring women to be proud of their bodies, she says.

"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," Bryant says in a release. "Women tell us they're ready to embrace talking about their bodies in an open, honest way. 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."

The video features Carlton, a scholarly talking cat, who is on a crusade to tell America how important the vagina is (or should be.) Likening the vagina to such natural wonders as Mount Kilimanjaro and the rings of Saturn, Carlton drives home, in an amusing way, the need for a shift in conversation, to move away from euphemisms and treating the vagina as a taboo topic. At www.thatsvaginal.com, visitors can also submit videos and praise all things "vaginal."

The new Web site is revamped to reflect the brand's new packaging, including other conversation-spurring components such as a "V Power" page with expert articles about the stigmas associated with the vagina and women's anatomy, a glossary of feminine hygiene terms, and a "Vagina Owner's Manual," a document full of fun, educational facts about the vagina.