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Gain
Gain Flings Launch

RAN IN: United States

CLIENT
Procter & Gamble

Diana Banuelos, Gain Brand Manager, P&G
Mike Droessler, Gain Assistant Brand Manager, P&G

AGENCY
The Integer Group *Lead Agency

Tisha Kirkpatrick, SVP
Steve Gammel, Group Creative Director
Steve Moon, Group Creative Director
Ali Earnhardt, Associate Creative Director
Erica Moore, Group Account Director
Jenny Dahl, Account Director
Sara Manke, Insight and Strategy Director
Meghan Beckel, Copywriter


SUMMARY

How do you convince a budget-conscious, scent-aholic shopper to trade up to Gain laundry packets from her beloved Gain liquid at a 40% price premium? You give her 3 Big Things in One Little Fling! With joyful, scented in-store tools, we connected her irrational love of Gain with rational validation she needed to buy. The result was the best performing product launch in brand history. Just 8 months after launch, Gain Flings have blown away all expectations - tracking at 119% of sales goal and 195% of repeat purchase goal.

CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Branded Content, Digital/Interactive, Events, Mobile/Tablet, OOH, PR, Print, Retail Experience, Sampling, Shopper Involvement, Social Media, Sponsorship

Audience: Families,Mothers,Women,Young Women (20-35)

Objectives: Brand launch

Type: Business-to-Consumer

Classification: National

Language: English