Craig Meyer

A Fresh Spin on Laundry

Multi-channel activation to drive awareness of new Gain Flings and continue to drive conversion to Tide Pods, both unit-dose laundry detergents. Developed a street-sampling event in New York City that got samples and Target coupons into commuters' hands in a fun, engaging way. Brand ambassadords wore giant "bubble backpacks" in which bubbles floated around the space. To drive the conversation online, influential bloggers created custom content around Pods and Flings usage that also included a sweepstakes to win a $300 Target GiftCard.

Role: Creative Concepting & Art Direction