Gain laundry detergent is known for its distinctive, happy smell. To reinforce how serious Gain is about scent, we created an integrated campaign that elevates the detergent to the level of an expensive fragrance, while parodying the ridiculousness of fragrance commercials.

As a result, Gain by Gain has become the best-performing creative in the brand’s history. The return on investment was $2.41 in revenue for every $1.00 invested in marketing. “Time to Heal” had the highest brand memorability in Gain’s history (41.5% vs P&G fabric care norm of 29%). Being a a fairly new product, awareness of Gain Flings jumped 10% compared to the previous year, while sales of Gain Flings almost doubled. We made #4 on the YouTube Ad Leaderboard - Tide being the only other North American laundry brand to have ever made the list.

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