It must be awesome to have a client/agency relationship that Gigunda enjoys with P&G. Together, they are leading the great thinking in creating relevant, memorable and totally contextual brand experience.
Take Potty-Palooza, for instance. A public bathroom in Times Square brought to you by Charmin. Genius.
Or the Tide Clean Start program. Absolutely inspired (and inspiring) work.
The types of experiences that P&G is infusing their brand marketing with is truly revolutionary for a marketer — like franchising Mr. Clean car washes, for instance. And the ideas that an agency like New Hampshire-based Gigunda is delivering are at the vanguard of that revolution.
So kudos to Ryan FitzSimmons, founder and chief executive of Gigunda, for opening a store/experience place for kids called Make-A_Messterpiece, where kids create art and crafts while getting dirty. So is it any surprise that this experience is "sponsored" by Bounty.
According to a Reuters newspiece:
The studio is the first of possibly hundreds of facilities that would allow Bounty to test new experiential marketing and support its advertising campaign that encourages simple, if messy, pleasures like sleepover parties.
While P&G doesn't own the 15,000 square foot studio in an upscale shopping district north of Chicago, the household goods manufacturer collaborated on planning and the Bounty logo and products are prominently featured.
Great work. Great idea. Welcome to the brand new world of brand experience.