Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Gain
Gain by Gain

RAN IN: United States

CLIENT
Procter & Gamble

Vedran Miletic, Associate Marketing Director

AGENCY
Leo Burnett Toronto *Lead Agency

Judy John, Chief Creative Officer, Chief Executive Officer
Heather Chambers, Creative Director
Dave Barber, Copywriter
Jason Lee, Art Director
Julie Caniglia, Agency Producer
Gavin Bayley, Vice President, Business Lead
Tina Obersnel, Account Supervisor
Brent Nelsen, Chief Strategy Officer
Mike Coulson, Planner


Hearts & Science


SUMMARY

How do you convince 80% of people who are fully satisfied with their current laundry scent that the scent of Gain is worth paying morefor? Gain by Gain illustrates the power even in a commodity category - of stepping outside category communication conventions to alter behavioral drivers of purchase. This was Gain's highest scoring creative in history and drove significant increase in sales of Gain flings!TM, the best smelling Gain ever.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: ECOMMERCE;INTERACTIVE/ONLINE;Digital Video;INTERNAL MARKETING;OOH;Billboard;PR;PRINT;Magazine - Print;RETAIL EXPERIENCE;In-store Merchandizing;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English