Gain Announces New Original Scent Fireworks With More of the Fresh Laundry Scent People Love

Mon Mar 18, 2013 11:11am EDT

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In-Wash Scent Booster Provides up to 12 weeks of Longer Lasting Freshness*
CINCINNATI--(Business Wire)--
Gain fans have something new to get excited about - they can get even more of
the Original scent they fell in love with now available in a great new format.
Procter and Gamble`s (NYSE:PG) Gain detergent brand introduces new Original
Fireworks In-Wash Scent Booster to give your laundry an extra boost of fresh
scent that lasts up to 12 weeks in storage.

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Gain Announces New Original Scent Fireworks With More of the Fresh Laundry Scent
People Love (Photo: Business Wire)

According to a recent P&G study of 106 participants, 87% of consumers prefer to
put on clothes with a "just washed" scent when they get dressed. Gain users have
long touted their passion for the fresh scent they get from washing their
clothes in Gain Original Laundry Detergent and now by adding Gain Original
Fireworks to their laundry routine, they can get an extra boost of that
irresistibly fresh scent that lasts on clothes even if they have been in storage
for three months. 

"Our loyal fans are passionate about the scent of Gain and have told us time and
time again that they simply want more of it," says Hamilton Brown, North America
Brand Manager for Gain. "They asked, we answered! New Original Fireworks gives
them more of that scent experience they love and now it lasts even longer." 

GAIN FIREWORKS LETS YOU CUSTOMIZE YOUR LAUNDRY SCENT EXPERIENCE

Consumers can add new Gain Original Fireworks directly to the wash to give their
laundry an extra boost of fresh scent. The product simply dissolves during the
wash cycle and is safe to use in any washing machine, including high efficiency
machines, at any temperature. It is safe for use on all colors, fabrics and
loads. The convenient form is easy to use and allows consumers to control the
amount of scent they prefer added to each laundry load. Now the fresh scent of
new Original Fireworks lasts up to 12 full weeks in storage. 

NEW ORIGINAL SCENT CAMPAIGN BROUGHT TO LIFE ACROSS MEDIA CHANNELS

To build excitement for Original Fireworks, Gain will launch a multi-phased
communications program to drive awareness and trial of the new product. The
campaign will kick off today with a humorous advertising spot that brings the
captivating scent experience and 12 weeks out-of-storage freshness benefit to
life. 

The second phase of the communications program will tap into the passion our
loyal fans have to help spread the word about new Original Fireworks. Gain will
select a group of our original Twitter fans who will have the opportunity to
test the new product at home. In addition, we will spark conversation amongst
the blogger community and encourage people to try the product for themselves
using the hashtag #GainLove so people can easily follow the conversation.
Lastly, Gain will attend the Blissdom 2013 Conference to introduce the new
product to Gain fans as well as people who may not yet be fans of the Original
Gain scent. 

Gain Original Fireworks In-Wash Scent Booster is now available at any retail
store where Gain laundry products are sold nationwide. The suggested retail
price is $6.99 for 9oz bottle, $8.99 for 13oz bottle and $11.99 for 19oz bottle.
Actual retail price is up to the sole discretion of the retailer. Shoppers will
continue to find Gain Fireworks in Sweet Sizzle Scent for the same price
nationwide. 

*New Original Scent Fireworks provides a boost of fresh scent to Gain Original
Scent Laundry Detergent and lasts up to 12 weeks in storage.

About Gain

Gain detergent is currently available at drug, grocery and mass stores. With
detergents and fabric softeners, dryer sheets, dish washing liquids, scent
boosters, dryer bars and more, Gain will fill every room in your home with
anything but ordinary scents. For more Gain laundry fun visit IloveGain.com,
www.YouTube.com/Gain or follow Gain Laundry on Facebook and Twitter. 

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality, leadership
brands, including Pampers, Tide, Ariel, Always, Whisper, Pantene, Mach3, Bounty,
Dawn, Fairy, Gain, Charmin, Downy, Lenor, Iams, Crest, Oral-B, Duracell, Olay,
Head & Shoulders, Wella, Gillette, Braun, Fusion, Ace, Febreze, Ambi Pur, SK-II,
and Vicks. The P&G community includes operations in approximately 75 countries
worldwide. Please visit http://www.pg.com for the latest news and in-depth
information about P&G and its brands.

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P&G Communications NA Fabric Care
Sherilena Strub, 513-983-3267
strub.sm@pg.com
or
DeVries Global
Lisa Sepulveda, 212-891-0409
lsepulveda@devriesglobal.com

Copyright Business Wire 2013