April Fools' Day on the internet is a certified nightmare of noise. Most brands drop a half-baked gag that makes the entire grid collectively roll their eyes, which means breaking through is brutally hard. For a legacy icon like Summer’s Eve, the challenge wasn’t just to join the cultural circus—it was to show up with something so bold and self-aware that people couldn’t help but share it.
Men’s grooming has undergone a massive cultural glow-up over the last few years. Guys are genuinely invested in taking care of themselves, and the market has responded by rolling out dedicated, highly specific products for everything from beard styling to precision manscaping. Yet, despite the massive expansion of the modern routine, actual intimate care for men remains one of the last funny little taboos on the shelf—usually left entirely to the mercy of a standard, generic 3-in-1 body wash.
Instead of a cheap prank, we committed to the bit with absolute conviction by launching a completely straight-faced, aggressively male-coded rebrand: Summer’s Steve.
We shot a beautifully deadpan parody featuring "Steve"—a hyper-confident everyman strolling through a workshop while peak masculine tropes (pocket knives, trucks, and unprompted podcast plugs) flash by infomercial-style. Steve proudly introduces the iconic bottle as dedicated intimate care for guys, leaning into bold packaging and a tagline delivered with absolute seriousness: “Summer’s Steve: Because men could use more.” By refusing to wink at the camera, we served up a sharp piece of cultural satire that cut right through the April Fools' noise and got everyone laughing with us.
