We've all seen the commercials where people paint their wall red, only to find the black and white lines showing through. So they try a new paint with better hiding. That's where Dow Coating Materials comes in. Thanks to their experts, they've discovered effective replacements for TiO2, the most expensive ingredient in paint that is also responsible for its hiding properties. To get the word out about what DOW had been "hiding", we launched a teaser campaign to build awareness and excitement prior to launch. The post-launch campaign then introduced a series of new "FormulaTiO2ns" in paint. With a digital newsletter, email series and even interactive 3-D hiding center in the works, DOW can't hide their excitement for the results of this campaign.