Objective: Tell the long-lasting scent story for Gain in a way that feels ownable, iconic, and without mentioning the brand.

 

Activation: North America

 

Scent is the easiest way for a brand to create a line extension specifically within the laundry category. But Gain has always been about scent, so my team's job was to find a way to work within this commercial innovation and create a messaging strategy that not only reassured current users but also spoke to non-franchise scent-seekers.

 

The platform also proved to be easily expandable so any retail channel could activate it. If a retailer carried one sku or ten, this idea would work in-store.