A new campaign from Summer's Eve and The Richards Group would like to put the vagina on the map, or at least lift it to its rightful place in the English dictionary. With a dramatic cinema spot called 'The V,' which depicts strong females through the ages and recognizes the vagina as the center of civilization, Summer's Eve believes that once you understand the V's power, you'd be more willing to show it a little love.
The extended campaign also involves new product packaging and a logo redesign for the feminine hygiene brand, a microsite, That's Vaginal, and web video and an educational campaign called ID the V.
We applaud the effort. After all, do women really walk around asking their mothers about freshness?