Gain® Helps Hispanic Consumers Find Their Perfect Scent Match Through an Interactive Experience in YouTube

Gain celebrates with consumers their unique personalities by finding their perfect scent match through a one of a kind "matchmaking" campaign

02 Jul, 2012, 10:37 ET from Gain

CINCINNATI, July 2, 2012 /PRNewswire/ -- Gain® has launched an anything but ordinary, interactive YouTube experience that helps consumers celebrate what makes them unique and find their perfect scent match.

From the clothes we wear to our signature scent, we're all unique. According to a 2012 study by Wakefield Research on behalf of Gain, 86 percent of U.S. Hispanic consumers feel it is important for their personal scent to match their personality and 36 percent of them would feel uncomfortable, uneasy or just not themselves if made to wear a scent that wasn't their own.

To help U.S. Hispanic consumers find their perfect scent match, Gain is tapping into an ever-popular matchmaking trend to launch an interactive YouTube video questionnaire in Spanish with Gain matchmaker, "Dr. Aroma."  He is a character that Gain created to lead consumers through a one-of-a-kind, digital experience as they find their own unique scent match based on their personalities. "Dr. Aroma" takes people through a series of questions in order to help pinpoint their perfect scent match from Gain's anything but ordinary line-up of scents.

"We understand that different people have different scent preferences, scent memories and even experience scents in different ways, that's why we created this interactive experience to help consumers find their 'perfect scent match,'" said Edwin Padilla, P&G North American Design Brand Manager for Gain. "At Gain we believe the fun doesn't have to stop when the cleaning starts, especially when you're surrounded by your perfect Gain scent match."

Gain has also created an English language version of the YouTube videos featuring comedian and actress, Wanda Sykes who embodies the fun and modern personality of Gain. By working with Wanda's light humor and straightforward attitude, Gain is able to speak to consumers in a way that is unexpected in laundry. Consumers will be able to toggle between the English and Spanish language version via a language selector button featured on the Gain YouTube Page.

The Gain matchmaker program features an interactive YouTube video questionnaire, in which matchmakers "Dr Aroma" and Wanda Sykes will lead participants through a unique, digital experience to find their own scent match based on their personality. Through a list of anything but ordinary characteristics, like taste in shoes and music or assessment of an inkblot, Dr. Aroma, Wanda and Gain will match people up with the Gain scent that is as unique as them.  With scents like Apple Mango Tango, Icy Fresh Fizz and Butterfly Kiss, people will be sure to find the one that is perfect for them.

Gain's online matchmaker experience is part of a holistic program that puts a new twist on "matching" via multiple touch points including employing a series of television advertisements, digital components (interactive media and social media), and public relations.

Consumers can find their perfect match at www.youtube.com/Gain.  Once they find their perfect match, they can share it with friends on Twitter and Facebook so they can join in on the fun!

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. To learn more about Gain, visit ilovegain.com.

Gain's portfolio of products current comes in a wide range of scents including: Original, Lavender, Floral Fusion, Island Fresh, Ocean Escape, Apple Mango Tango, Hawaiian Aloha, Butterfly Kiss, Dazzle & Shine, Icy Fresh Fizz, Sunflower & Sunshine, Dreamy Desire, Flirty Fresh, Sweet Sizzle, Apple Berry Twist, Lemon Zest and Honeyberry Hula.

About Procter & Gamble
P&G serves approximately 4.4 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®, Pringles®, 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 about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE Gain



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