Scouring mildew out of grout is a task that most visitors to the Astor suite at the Plaza Hotel would just as soon leave to housekeeping. But for the unique launch of Proctor & Gamble's Mr. Clean Magic Reach just-add-water all-surface scrubbing product, bathroom cleaning was the discussion du jour among the guests.
P&G external relations manager Lachelle Lewis conceived the idea with the Manning Selvage & Lee PR team, who brought in Donna Stamps (the set decorator from Everybody Loves Raymond) to stage four bathrooms on the hotel's third floor with products, fragrances, and decor from four historic periods: post-World War II, the 1950's, the 1960's and 70's, and the 1980's. (Our favorite prop-filled bathroom was the nauseating pink and gilded 80's room: Who could forget Designer Imposters colognes?)
The event staff guided visitors—about 50 members of the New York press—through all four rooms chronologically, describing how homemakers' needs have changed over the years. Finally, guests arrived in the palatial bathroom of the Astor suite, where P&G product developers discussed the new all-in-one product and its relevance to the modern consumer—it's quick, easy, thorough, and ergonomically designed. Visitors were then invited to an adjacent dining room to enjoy coffee, spiced apple cider, and hors d'oeuvres like bruschetta and crab cakes on a table dotted with autumn leaves and mini pumpkins. A jack-o'-lantern carved with the Mr. Clean logo made for fall decor and bold branding.
Canvas gift bags appropriately included Just Add Water bath soak, the Eloise Takes a Bawth book, and rubber duckies, as well as the new product. And after all we'd heard about it, we wanted to rush right home and scrub our bathrooms—almost.
—Alesandra Dubin
P&G external relations manager Lachelle Lewis conceived the idea with the Manning Selvage & Lee PR team, who brought in Donna Stamps (the set decorator from Everybody Loves Raymond) to stage four bathrooms on the hotel's third floor with products, fragrances, and decor from four historic periods: post-World War II, the 1950's, the 1960's and 70's, and the 1980's. (Our favorite prop-filled bathroom was the nauseating pink and gilded 80's room: Who could forget Designer Imposters colognes?)
The event staff guided visitors—about 50 members of the New York press—through all four rooms chronologically, describing how homemakers' needs have changed over the years. Finally, guests arrived in the palatial bathroom of the Astor suite, where P&G product developers discussed the new all-in-one product and its relevance to the modern consumer—it's quick, easy, thorough, and ergonomically designed. Visitors were then invited to an adjacent dining room to enjoy coffee, spiced apple cider, and hors d'oeuvres like bruschetta and crab cakes on a table dotted with autumn leaves and mini pumpkins. A jack-o'-lantern carved with the Mr. Clean logo made for fall decor and bold branding.
Canvas gift bags appropriately included Just Add Water bath soak, the Eloise Takes a Bawth book, and rubber duckies, as well as the new product. And after all we'd heard about it, we wanted to rush right home and scrub our bathrooms—almost.
—Alesandra Dubin
For the unique launch of Proctor & Gamble's Mr. Clean Magic Reach bathroom cleaning product at the Plaza Hotel, set decorator Donna Stamps staged four period bathrooms.
P&G product developers discussed the new all-in-one product in the modern bathroom of the Astor suite.
Plaza banquet staffers served coffee, spiced apple cider, and hors d'oeuvres like bruschetta and crab cakes on a table dotted with autumn leaves and mini pumpkins.
A jack-o'-lantern carved with the Mr. Clean logo made for fall decor and bold branding.
