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. “This campaign reinforces that heritage.”
Both the TV and print ads use placid Caribbean beach scenes to reinforce the image of a gentle, wafting, sweet-smelling breeze. The scenes are set against copy that reads, “Now you can have sweatsocks that smell like this.”
Burnett picked up the $20 million Gain account when P&G moved the business from the former Wells BDDP, New York, earlier this year.
The campaign is the beginning of a positioning shift for the brand, Miller said. Gain’s previous campaign featured door-to-door interviews with people portrayed as users of the brand.
In upcoming work, the detergent is likely to be positioned with a more realistic view that dirt is “something that happens,” rather than something that must be actively fought, Miller said.
The ads will also equate getting dirty with having fun, Miller said.
That strategy is already at work in spots featuring the character who played the door-to-door interviewer attending the San Antonio Mud Fest in Texas, where participants revel in getting covered with dirt, Miller said.
Miller declined to offer specifics about the upcoming campaign, but said it will focus on the strategy that the proof of clean clothes will be in their scent.
Gain is the No. 2-selling powdered laundry detergent after its P&G cousin Tide, with $204 million in sales over the 52-week period ending July 18, per Information Resources.
Cincinnati-based P&G spent $20 million on advertising for Gain last year, according to Competitive Media Reporting.