We banded with Dulux during the inception of the innovative formula, that is, Wash&Wear – The Best We’ve Ever Made. Even the Scientists behind Myth Busters couldn’t crack this claim. We tackled the multi-tiered mission of launching a pioneering product with through the line communications. Our strategy comprised the development of an experiential story that could work across many mediums and touch points along the product journey. We curated a tour of national events launching the product to retailers in an interactive manner, which allowed them to experience The Best for themselves and connect with Wash&Wear. The campaign also rolled out across press advertising, digital, video content and internal communications.