On June 19, Procter & Gamble celebrated its "Everyday Effect" campaign—the largest consumer event in the company's 175-year history designed to share ideas, resources, and products to make everyday life easier—by hosting a citywide sampling event. To easily shuttle consumers to pop-up experiences around Manhattan, event producers Citizen Paine and Gigunda offered custom blue pedicabs.
At the P&G Beauty Box pop-up hosted by CoverGirl, guests received free makeovers and beauty products; the Iams-hosted P&G Loving Home space included free pet photo sessions and dog treats; and the P&G Man Cave offered free shaves to men using products from Gillette and Old Spice. At other spots around the city, more than 40,000 products were distributed at convenient locations: Scope mouthwash, for example, was handed out to coffee drinkers outside coffee shops, and Iams dog treats were given to dog walkers.
![For the after-party, Event Eleven built three 30-foot pagodas and hung 300 lanterns from the ceiling. They also brought in a 20-foot-tall bonsai tree and a variety of 30-foot red maples, along with other greenery and foliage. '[It all] helped create the organic atmosphere and helped transport guests into a gardenlike room,' said Schubert.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Shogun.41_f.65dba8f23433b.png?auto=format%2Ccompress&dpr=2&fit=crop&h=167&q=70&w=250)
