| medialifemagazine.com Alternative media
It took over a Laundromat in Manhattan and placed images of people on the washing machines, but with the window of the machine where the stomach would be. When the machines were in use, the churning of clothing and soap bubbles created a dramatic image of a stomach in distress. “No matter what you throw in your stomach, Pink’s got you covered,” read the text below. “The idea came from observing that washing machines, especially front-loading washers with windows, churn and swirl and toss things about just like upset stomachs seem to do,” says Bertrand Garbassi, senior vice president and group creative director at Publicis New York, the agency that put together the campaign. Pepto wanted to target college students, so it chose a Laundromat between two college campuses in lower Manhattan. The campaign ran for two weeks in March and was seen by round 1,400 people, according to the agency. Garbassi says the agency and Pepto Bismol are assessing which markets to launch the campaign in next.
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