The Ask: To introduce the first-of-its-kind tile laundry detergent, which uses no water or plastic, Tide turned to MMC to create a launch moment that showed the world that its new EVO format was going to change the way we wash. Despite EVO only being available in a single test market, the brand wanted national, groundbreaking press that proved it was a first-mover and environmental steward.

The Idea: MMC created an on-the-ground experience at SXSW that built anticipation for the new innovation, gave influential tastemakers a sneak peek, and generated earned coverage showing that P&G was at the forefront of sustainability and innovation. Together, we generated more than 723MM earned media impressions, 218 pieces of coverage and 375 paid social posts, all before the product was available to the masses.

The Role: Create the comms messaging for our launch moment and earned media. Worked with an experiential agency partner to create a launch event at SXSW.

Comms Messaging

SXSW Launch Event