Gain Laundry Detergent - 'Strange but True'

Gain, part of the Procter and Gamble stable of brands, had to set itself apart from the Canadian competition in a category that included 42 major brands, plus numerous private label entries.

Gain Laundry Detergent – 'Strange but True'

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):2004 – 2009
Start of Advertising/Communication Effort:July 2004
Base Period for Comparison:Calendar 2003

a) Synopsis of the Case

The laundry detergent category seems deceptively simple: Clothes get dirty. You wash them. And for 60 years, people have shopped on the same premise – Cleaning Power.

For Gain, that premise was turned on its head. Laundry doesn't have to be about cleaning, or anything functional for that matter. No, it can be about the emotion and joy of a great smelling product; a household product...

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