Elevating Hygiene to an Art Form
Integrated Launch Campaign, Microsite Design and Development

Georgia-Pacific was introducing its White Collection, a washroom product line, and enlisted Phase 3 to develop an integrated launch campaign. Targeting healthcare and foodservice industries, our campaign platform positioned the line as an upgraded approach to hygiene by focusing on the clean, sophisticated aesthetic and displaying the products in an art gallery style. Through comprehensive tactics including direct mail, eBlasts, and premiums in addition to a microsite to field consumer inquiries, Phase 3’s campaign created both internal and external excitement about the product that made its debut at the ISSA tradeshow – complete with a branded booth and collateral – attended by 16,000 people.