P&G’s Gain Flings guaranteed to forge emotional ties with consumers

Procter & Gamble’s Gain detergent, in its new Gain Flings single-use pack, is adding a surprising degree of joy to the laundry experience, not only by providing a fresh aroma but by guaranteeing more cleansing power.A study commissioned by the brand found that the fragrance of Gain Flings gives more joy than listening to music. To understand that sensation, the Gain team met with scent expert Dr. Alan Hirsch and Innerscope Research to find out the relationship between people’s favorite music and an exquisite scent“I have done extensive research on the sense of smell and the effects of aromas on behavior and mood, but we had never looked into a connection between a person’s emotional responses to music in comparison to a specific scent profile. The reactions we saw to the scents were amazing – we can truly say that the scent of Gain really is music to your nose!” Dr. Hirsch said.Diana Banuelos, P&G brand manager for Gain, told PRODU that “we are thrilled with the response we’ve had from consumers so far. Music associated with aromas got off to a great start…By launching the new Gain Flings on the market, we wanted make certain of offering not only an improved aromatic experience but also top cleaning power”.The Gain Flings campaign, Music to your nose, launched in late January at the 56th Annual Grammy Awards. Fans can join the conversation following @GainLatino on Twitter and by interacting with #Musicaparatunariz, or by visiting the website.