P&G Markets New Gain Scent

Procter and Gamble’s Gain detergent brand introduces new Original Fireworks In-Wash Scent Booster to give your laundry an extra boost of fresh scent made to last up to 12 weeks in storage.

 

According to a recent P&G study of 106 participants, 87 percent of consumers prefer to put on clothes with a “just washed” scent when they get dressed. Gain users have long touted their passion for the fresh scent they get from washing their clothes in Gain Original Laundry Detergent and now by adding Gain Original Fireworks to their laundry routine, they can get an extra boost of that scent that lasts on clothes even if they have been in storage for three months.

 

“Our loyal fans are passionate about the scent of Gain and have told us time and time again that they simply want more of it,” says Hamilton Brown, North America Brand manager for Gain. “They asked, we answered! New Original Fireworks gives them more of that scent experience they love and now it lasts even longer.”

 

To build excitement for Original Fireworks, Gain will launch a multi-phased communications program to drive awareness and trial of the new product. The campaign will kick off today with a humorous advertising spot that brings the captivating scent experience and 12 weeks out-of-storage freshness benefit to life.

 

The second phase of the communications program will tap into the passion our loyal fans have to help spread the word about new Original Fireworks. Gain will select a group of our original Twitter fans who will have the opportunity to test the new product at home. In addition, we will spark conversation amongst the blogger community and encourage people to try the product for themselves using the hashtag #GainLove so people can easily follow the conversation. Lastly, Gain will attend the Blissdom 2013 Conference to introduce the new product to Gain fans as well as people who may not yet be fans of the Original Gain scent.

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