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

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

  In-Wash Scent Booster Provides up to 12 weeks of Longer Lasting Freshness*

Business Wire

CINCINNATI -- March 18, 2013

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.

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

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.”


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.


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

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, 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 for the latest news and in-depth information
about P&G and its brands.

Photos/Multimedia Gallery Available:



P&G Communications NA Fabric Care
Sherilena Strub, 513-983-3267
DeVries Global
Lisa Sepulveda, 212-891-0409
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