New York agency AFG& today launches a new multi-media effort for client Summer’s Eve that embraces an infrequently discussed topic: feminine hygiene.
The work stars a loveable elephant placed in a real-life situation to showcase the full line of Summer’s Eve feminine Cleansing Washes, Cleansing Cloths and Freshening Sprays in a fresh, candid, and light-hearted way. By seizing on the expression “the elephant in the room,” AFG& hopes to help normalize the feminine hygiene category for Prestige Consumer Healthcare’s leadership brand, Summer’s Eve.
“Feminine hygiene products are a trusted part of many women’s daily routine however there is not much discussion about it.” says Jeanne Collins, VP Prestige Consumer Healthcare. “From listening to women, we learned that the Elephant combined with a ‘try us for a week of showers’ CTA was an effective way to motivate women to consider the category.”
The elephant in the bathroom was created with a deft mix of live action and cutting-edge CGI by the AFG& creative team, and the award-winning animation house MPC, responsible for creating Dumbo for Tim Burton and Walt Disney Studios. Director of live action was Dara Bratt.
AFG& Chairman Frank Ginsberg says. “We are very excited to help break new ground for Summer’s Eve and help lead this very important conversation.”
An icon of the original New York creative revolution, afg& traces its roots as an entrepreneurial advertising agency to a humble apartment in 1972. From the people behind the ideas, to the clients, to the final result, afg& never loses sight of the core value upon which it was built – caring about a client’s business. That’s why many of our partnerships have been 40+ years in the making.
AFG& has a strong history of creating iconic big ideas – Pearl Drops “Oh What a Feeling” tongue over teeth demo, Cat Chow “Chow Chow Chow,” Nair “Who Wears Short Shorts,” Enterprise “We’ll Pick You Up,” DeLorean “Live the Dream,” Sally Hansen “Beauty That Works,” Felix Cat Food “Clever Cats Get Felix” and Bacardi Rum “Bacardi by Night”. Offices in NY, Los Angeles, London, Paris, Moscow, Barcelona, Sydney, Singapore, Sao Paulo.
About Summer’s Eve
Summer’s Eve® has focused on feminine freshness since 1972. As the trusted leader in feminine care, the Brand is known for developing personal feminine care products that are gynecologist and dermatologist-tested for safety and help women feel fresh every day. As the needs of women around the world change, Summer’s Eve® is dedicated to evolving and offering products that fit perfectly within a woman’s life. Learn more at www.summerseve.com.
About Prestige Consumer Healthcare, Inc.
The Company markets and distributes brand name over-the-counter healthcare products throughout the U.S. and Canada, Australia, and in certain other international markets. The Company’s brands include Summer’s Eve® and Monistat® women’s health products, BC® and Goody’s® pain relievers, Clear Eyes® eye care products, DenTek® specialty oral care products, Dramamine® motion sickness treatments, Chloraseptic® sore throat treatments, Compound W® wart treatments, Little Remedies® pediatric over-the-counter products, The Doctor’s® NightGuard® dental protector, Efferdent® denture care products, Luden’s® throat drops, Debrox® earwax remover, Gaviscon® antacid in Canada, and Hydralyte® rehydration products and the Fess® line of nasal and sinus care products in Australia. Visit the Company’s website at www.prestigebrands.com.