Procter & Gamble: Gain by Gain

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Campaign details

Agency: Leo BurnettAdvertiser: Procter & GambleCategory: Canadian Success on the Global Stage

Section I — Case Parameters

Business Results Period (Consecutive Months): June 2016 – August 2016Start of Advertising/Communication Effort: June 2016Base Period as a Benchmark: June 2015 – August 2015Geographic Area: USABudget for this effort: Over $5 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

In order to drive an immediate sales increase in the USA of Gain flings!™, we stepped outside category...

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