• Petitioned Stan Richards

This petition was delivered to:

Founder, The Richards Group
Stan Richards
Summers Eve Director of U.S. Marketing
Angela Bryant
Creative Director, The Richards Group
Terence Reynolds

Tell Summer’s Eve to End its Sexist & Racist Ad Campaign “Hail to the V”

    1. Petition by

      ESC Forever Media

7/27 UPDATE: As of today, the company has decided to pull the racist talking-vagina videos. However, the other offensive videos and print ads still remain! They have acknowledged that the ads were stereotypical portrayals, but still don't recognize the utter sexism in both series of ads. Please continue to sign this petition and make them end the entire offensive campaign.

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Fleet - the company that owns the Summer's Eve brand - has launched a new campaign to promote their Summer's Eve feminine hygiene products. Attempting to portray their products as empowering to women, the “Hail to the V" campaign includes a series of video advertisements with Black, Latina and Caucasian talking hands, representing vaginas, that speak in a very stereotypical manner. The Richards Group, the agency behind these ads, has dismissed the criticism that the ads are racist, stating that their “in house multi-cultural experts” approved the campaign.

There is also a video ad that features knights jousting and martial artists fighting, backed by a voiceover that claims “over the ages and throughout the world, men have fought for it, battled for it and even died for it”. The accompanying series of print ads claim that famous women in history would have used Summer's Eve products had they been available back then. An ad featuring Cleopatra refers to her vagina as her “most precious resource” while an ad featuring Helen of Troy suggests that the fall of Troy was due to “more than her face”.

Their "Hail to the V" is really "FAIL to the V". The entire campaign is overwhelmingly sexist and insulting to both genders, as it reduces women to a single body part – “the center of civilization” as one ad calls it – and implies that all men’s actions are based solely on their desire for it. It also perpetuates stereotypes about black and Latina women. Summer's Eve ads claim to be about empowerment, but they're really about selling women the idea that we need their (unnecessary and often unhealthy) products in order to "feel fresh".

We’re asking Fleet to pull both series of ads and end the entire insulting campaign.

Recent signatures

    News

    1. Reached 750 signatures
    2. V is NOT for Victory: Summer's Eve Update

      Summer's Eve pulled some of their offensive ads & we've seen people calling it a "victory". No. This is not a victory and there is still a lot more that needs to be done before Summer's Eve earns the right to give themselves a pat on the back.

    3. Reached 250 signatures
    4. Fail to the V: Summer's Eve's Sexist and Racist New Ad Campaign

      Update: Summer's Eve has pulled some of their offensive ads; however, they refuse to admit to the racism or apologize. ESC Forever is asking that people continue to sign the petition to to end the entire campaign -- and don't give Summer's Eve any...

    5. Fail to the V

      Summer's Eve's Sexist and Racist New Ad Campaign -- Keep signing the petition!

    6. Summer's Eve Pulls Controversial Talking-Vagina Videos

      "Stereotyping or being offensive was not our intention in any way, shape, or form... The decision to take the videos down is about acknowledging that there's backlash here. We want to move beyond that and focus on the greater mission."

    7. V Does Not Mark the Spot

      How Summer’s Eve’s Sexist & Racist Ads Get Female Empowerment Wrong

    8. Reached 100 signatures

    Supporters

    Reasons for signing

    • Nancy Vega MIAMI, FL
      • about 3 years ago

      OMG really? My whole family have used these products faithfully for years...........I don't think they deserve one more penny.....Come on ladies lets show them who really has the power.....

      REPORT THIS COMMENT:
    • Kristina Hines ATWATER, CA
      • about 3 years ago

      While I do think that most men only see us as "that" and that this ad was meant to be seen as somewhat comical I don't think they went about it in the right way. I believe this ad was directed more towards the men it was written by rather than the women who buy their products. Just another case of men f'ng it up again.

      REPORT THIS COMMENT:
    • Ana Lawson RIPON, CA
      • about 3 years ago

      It's so insulting it's disgusting. To say men fight over women's vagina? Seriously? Your marketing people should be FIRED. And forced to take a sensitivity, politically correct course

      REPORT THIS COMMENT:
    • Margaret R HAZEL GREEN, AL
      • about 3 years ago

      The ads are down right porno! Would you want to be sitting next to your child when this was played or even seen in an ad? I think not.

      REPORT THIS COMMENT:
    • Edward Solis SAN JOSE, CA
      • about 3 years ago

      are the in house multi-cultural experts actually multi-cultural. probably not.

      REPORT THIS COMMENT:

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