We challenged ourselves to tell Bounty’s story in a way that would engage even non-users.How? By making a mess so big that nobody could ignore it. In Manhattan, we created a gigantic coffee cup tipped on its side with coffee spilling out - complete with coffee aroma and steam. Beside the cup a sign read, “Bounty. Makes small work of big spills”. Our location in Manhattan also enabled us to use Madison Square Garden’s large video screens. On each, we showed a coffee cup spilling over, coffee liquid filling the screen and then draining away to reveal our line. In Santa Monica, we created a giant melting ice pop. Actual pops were handed out to consumers and their children. To create trial, consumers were given Bounty paper towels to try at home. Or use right there on the spot!

Our location in Manhattan provided heavy foot traffic plus allowed us to take advantage of Madison Square Garden’s large video screens. On each screen, we showed a coffee cup spilling over, coffee filling the screen and then draining away to reveal our line. Our “coffee spill” and video led to an estimated 3,428,000 impressions over just two days. In Santa Monica, our event garnered 40,000 impressions. In sum, 3,468,000 pedestrians were exposed to our unique communications effort. On top of this, many of them went home with their own Bounty paper towel to experience its superior absorbency for themselves.