TAMPAX x COACHELLA

FESTIVAL BATHROOM TAKEOVER & PRODUCT SAMPLING

Dates: April 2025 (Coachella Weekend 1 & 2)
Location: Coachella Valley Music and Arts Festival – Indio, California

Campaign Overview

The partnership between Tampax, Always, and Procter & Gamble brought period care directly into one of the most high traffic environments in experiential marketing: festival bathrooms.

Through a full bathroom ecosystem takeover and branded installation called House of Flow, the campaign ensured that attendees had access to free period care products throughout the festival while creating a comfortable branded environment within Coachella’s heavily used restroom areas.

Eleven8 Event Staff was responsible for staffing key consumer facing roles across the activation, including bathroom attendants, product sampling ambassadors, wayfinding staff, and activation support personnel.

Date & Location: April 2025 – Indio, California at the Coachella Valley Music and Arts Festival

Attendees: Approximately 125,000 attendees per day, with more than 250,000 total attendees across both weekends

Environment: High traffic restroom activations, product sampling stations, and the House of Flow branded installation located within the festival grounds.

The activation required reliable staff capable of managing extremely high traffic environments, engaging with festival attendees in tight spaces, and maintaining a positive brand presence during peak bathroom usage times.

Campaign Staffing Requirements

The client required:

Teams of 18 staff members deployed across the festival each day

Roles included:

Bathroom Activation Ambassadors
Distributed complimentary Tampax and Always products, maintained inventory, and helped attendees locate supplies within the restroom environments.

Sampling Ambassadors
Educated consumers on product features and provided samples of compact tampons and portable pads designed for travel and festivals.

Wayfinding Staff
Directed attendees to the House of Flow activation, helped manage lines, and assisted guests navigating the busy restroom zones.

Activation Support Staff
Assisted with restocking product inventory, managing high traffic periods, and supporting operational logistics throughout the event.

Additional challenges:

High volume restroom usage with thousands of interactions per hour

Managing product distribution while maintaining cleanliness and organization in high traffic environments

Ensuring positive consumer experiences within a space that can easily become stressful during peak festival hours

Long festival days requiring consistent energy, professionalism, and brand alignment from staff

Our Approach

Staffing High Traffic Festival Environments

Large scale festivals create unique operational challenges that require more than basic staffing. Bathroom activations require staff who can handle crowd flow, maintain composure during peak usage times, and represent the brand in a helpful, approachable way.

Our approach focused on:

Pre-event training and preparation

All staff received detailed briefing materials covering product knowledge, engagement etiquette, and bathroom activation procedures.

Strategic role placement

Staff were positioned at key entry points, product distribution zones, and activation touchpoints to maximize efficiency and reduce congestion.

Inventory monitoring

Dedicated staff monitored supply levels and coordinated restocking throughout the day to ensure products never ran out during peak periods.

Guest assistance

Staff actively helped attendees locate products quickly and directed them toward additional resources within the activation space.

This structure ensured smooth operations despite the extremely high traffic levels common at major festivals.

Types of Staff Provided

Brand Ambassadors Team Leads

Managing High Volume Guest Interactions

Bathroom environments at major festivals are some of the most heavily trafficked spaces on site. Our teams were trained to maintain organization while creating positive interactions with guests.

Key responsibilities included:

Maintaining product distribution stations stocked with tampons and pads

Helping attendees quickly locate supplies without disrupting restroom traffic flow

Managing lines during peak hours when bathroom demand surged

Directing guests to the House of Flow installation for additional amenities and product access

Because the service addressed an immediate need, engagement levels were extremely high and interactions were consistently positive.

Product Sampling Strategy

The campaign used a utility driven sampling strategy rather than traditional product promotion.

Instead of pushing samples in open festival spaces, the brand met consumers exactly when they needed the product most.

Staff executed this strategy by:

Providing complimentary tampons and pads directly inside bathroom environments

Educating attendees about compact festival friendly packaging

Encouraging visitors to take extra products for later use during the event

Directing attendees to the House of Flow activation for additional brand experiences

This approach ensured extremely high product trial rates because sampling occurred at the moment of real need.

Training & Brand Alignment

Every staff member was trained to represent the brand in a supportive and respectful way.

Training included:

Product education covering Tampax and Always product features

Sensitivity training to ensure respectful interactions with guests

Festival crowd management techniques

Inventory handling and distribution procedures

Communication protocols for handling high traffic restroom environments

This ensured every guest interaction reinforced the brand’s mission of making period care accessible and stress free during large scale events.

Campaign Metrics

18
Staff deployed per festival day

250,000+
Total festival attendees across both weekends

52,000+
Product samples distributed

18,000+
Guest interactions facilitated by staff

Outcomes & Impact

The activation delivered strong results across both brand awareness and product trial.

Key results included:

Bathroom product stations maintained consistent supply across both weekends despite extremely high demand

Over 50,000 product samples distributed directly to festival attendees

High engagement levels with staff assisting thousands of guests in real time

Positive attendee response to the availability of free period care products inside bathrooms

Successful promotion of the House of Flow activation, which became a popular stop for festival goers seeking cleaner restrooms and free products

The activation demonstrated how experiential marketing can provide real utility while creating meaningful brand interactions with consumers.

Key Takeaways

Utility driven sampling outperforms traditional sampling in environments where consumers have an immediate need.

Festival restroom activations require experienced staff who can manage crowd flow while maintaining a positive brand presence.

High traffic environments demand careful inventory management to avoid running out of product during peak hours.

Brands that solve real problems for consumers create stronger emotional connections and higher product adoption.

By combining strategic staffing, real time consumer engagement, and utility focused product sampling, this campaign successfully delivered tens of thousands of product trials while creating a meaningful experience for festival attendees.