Interactive brand experiences introduce Newsan’s expanded portfolio

MCI Argentina delivered a groundbreaking brand experience for Newsan to introduce NewPGAm – the new division formed after the acquisition of P&G Argentina, and highlighting Newsan’s extensive and diverse product range.

THE CHALLENGE

Celebrating expansion while ensuring brand distinction

NewPGA needed an event that would establish its position as a key division within Newsan, demonstrating how the acquisition of Procter & Gamble brands (Pamper, Vick, Cebión, Always, Pantene, Downy and Gillette) had expanded the company’s already diverse product range. The challenge was to unite multiple brands under a unifying framework to actualise the "Newsan World" concept proposed by the client, ensuring each one stood out without overshadowing the others.

Brand NewPGA

Industry Mobility, Science & Technology, Luxury & Beauty

Service Experiences & Events

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THE SOLUTION

Bringing Newsan World to life through creativity and immersive engagement

MCI Argentina’s gave attention to every detail of the design and overall setup of the entire event, from planning and optimising traffic flow through the installations and activations, to ensuring an immersive and interactive experience at every turn.

To achieve this, an exploration route was designed to tempt attendees to discover and engage with each brand’s offering, providing real consumption experiences wherever possible. These experiences featured a full-scale F1 car with a virtual reality simulator, allowing attendees to engage in a high-energy racing experience, an artist transforming the household appliances on-site into unique pieces of art and live-streaming. A drone flew through the venue as part of the event’s broadcast, enhancing the spectacle and reinforcing the sense of dynamism. Striking installations further elevated the brand experience, making each activation feel unique while contributing to a cohesive atmosphere of creativity and innovation.

The MCI team’s management was key to the success of this ambitious project, working in record time with different Brand Managers to ensure that all needs were met effectively and seamlessly.

Watch the event videos here and below.

THE RESULTS

Establishing NewPGA’s identity and future brand engagement

The event successfully reinforced NewPGA’s identity within the Newsan ecosystem. Each of the 21 brands was given a distinct identity while coexisting within the space as 850 decision-makers actively engaged with the products. The event laid the foundation for continued brand engagement, fostering long-term consumer interest and positioning NewPGA as a key player in its sector.

Testimonial

“Everything was impeccable today! Excellent. Congratulations! It was a pleasure to collaborate on projects with you and your team again. The feedback from the CEO was outstanding. His expectations were met, and he is very satisfied with the work delivered.”
Marcelo Romeo - CMO, Grupo Newsan