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...