New Ad Strategy in the Air for Gain

Burnett Campaign Stresses Scent of P&G Brand’s ‘Gentle Breeze’
CHICAGO–Procter & Gamble begins a shift away from its “man-on-the-street” ad campaign for Gain laundry detergent with work that emphasizes a specific product attribute.
The campaign from Leo Burnett breaks today, and introduces a new “Gentle Breeze” scent for the laundry detergent. The agency’s TV and print executions equate the scent with cleanliness, said Gerry Miller, managing creative director at Burnett.
“Part of Gain’s heritage is scent as proof of freshness,” Miller said.