Mml PR and Soap & Glory

2018 Tough Mudder Rinse Station Sponsor

Soap & Glory, a fun, fresh and fearless beauty brand, was the Official Rinse Station Sponsor of select 2018 Tough Mudder events.

Featuring its new Call of Fruity product line, Soap & Glory helped mudders clean up and moisturize after a dirty day on the course.

Brand footprint included Rinse Stations, sampling tent and special VIP experience at select events.

Program Objectives:

  • Increase Soap & Glory’s brand awareness in-market through hand-to-hand sampling
  • Introduce new Call of Fruity product line to consumers
  • Drive sales through sharing where-to-buy information
  • Generate content for social channels

EventNetUSA executed Soap & Glory’s sponsorship activations with following responsibilities:

  • Administer event staff including recruiting, onboarding, training and onsite management
  • Deliver key brand messaging, where-to-buy information and coupons to Tough Mudder participants
  • Assemble giveaway prize bags, select winners and distribute onsite
  • Full size product and sample inventory management
  • Confirm placement of product, signage and other contracted commitments throughout event course
  • Restock rinse station product when fully utilized
  • Daily event metric and photo recaps

Program executed in partnership with brand’s PR agency mml PR.


  • Completed 7 event days over 4 weekends
  • Sampled Soap & Glory The Way She Smoothes body lotion to 25,570 consumers
  • Delivered over 29,500 direct one-on-one impressions
  • Actively engaged with average 5,250 mudders per event day


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