• by admin , December 9, 2011

In what could well be dubbed the Vagina Chronicles, The Richards Group conceived an unconventional media plan and creative for Summer’s Eve. The edgy campaign, code-named “Hail to the V,” used a series of multimedia elements to challenge taboos surrounding the feminine hygeine product. Based on proprietary research, Richards identified a new consumer segment called the “Vagina Conscious:” young, edgy women who talk openly about their bodies. With those consumers in mind, Richards built a communications strategy to capitalize on the target’s frequent attendance with a 60-second cinema spot, TV buys on networks and integration on Bravo’s “Watch What Happens Live,” which renamed a popular game segment the “Summer’s Eve Hot or Hot Mess”.
Richards also included Spike TV on the plan, sponsoring the channel’s first-ever female showcase of “Deadliest Warriors” starring Joan of Arc. The print plan favored magazines like Allure and Fitness over conventional women’s service titles, and the digital strategy included search campaigns build around a sponsored “The V-Talk” blog.