CLIENT
Procter & Gamble
John Mang, Mktg. Director
Tammy Klein, Mktg. Dir.
Jeana Townsend, Brand Mgr.
Deb Soffin, Assistant Brand Mgr.
Suzanne Tosolini, Dir.- Advertising Development Department
AGENCY
Heather Chambers, Creative Dir.
Kim Koster, SVP- Managing Partner
David Moss, Account Dir.
Heidi Philip, Associate Planning Dir.
Megan Govin, Comm. Planner
Arc Worldwide Canada
Shirley-Ward Taggart, SVP- Creative Dir.
SMG United
SUMMARY
Gain is a little-known detergent brand positioned on scent. Faced with an onslaught of new competitors, the brand turned its generic scent benefit into a unique experience by talking about how Gain's scent makes one feel when other scent brands were talking about what they smell like. The campaign served up Gain's scent as a hedonistic experience that elicits fanatical strange-but-true love stories from devoted Gain users. The result was 7% share growth and a huge spike in awareness.
