In 1969, Gain was introduced into the market, but as a stain-removing detergent. In 1981, the company expanded and created its first well known scent, with which it still has success today.
Gain has acquired more than one billion dollars in sales and is Procter & Gamble's 8th largest brand in dollar sales in the US. Gain's success can be accredited to not only its pleasant scent but also its ethnic consumers. Procter & Gamble also expanded the Gain line with a variety of scents with their detergent line in both powder and liquid. Gain liquid fabric softener, dryer sheets, dryer bars and in-wash scent booster were also introduced to the market. Gain also offers a dishwashing liquid with the famous scents. The scents of Gain became so popular that P&G offers Gain scents with their other popular products including Febreze, Mr. Clean, Swiffer and Cascade products.
Gain has branched out into the advertising by using Wanda Sykes and their official Scent Matchmaker. Sykes is also creating YouTube videos to interact with consumers and help match them with scents that fit them best.
Gain's Million Dollar Video Contest
In the summer of 2011, Gain detergent sponsored the "I Use Gain and I smell Like a Million Bucks." A grand prize of one million dollars was offered which was the largest guaranteed prize in video contest history. After several weeks of voting on Facebook, Lance Merkley of Richmond, WA was declared the winner of the public votes and the $1,000,000 prize.
- "Black consumers drive P&G's Gain detergent to billion dollar status". Target Market News. Retrieved 20 February 2013.
- "Gain Teams up with Comedian and Actress Wanda Sykes to Match People With Their Perfect Scent". P&G. Retrieved 20 February 2013.
- Gain’s “Smell Like a Million Bucks” winner is revealed VideoContestNews.com August 2nd, 2011
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