Black consumers drive
P&G’s Gain detergent to billion-dollar status (September
5, 2007) The Procter & Gamble Company today announced that Gain(R) has
become the company's 23rd brand with more than one billion dollars in
sales. While many of P&G's other billion dollar brands are sold globally,
as a solely North American brand, Gain is the company's 8th largest brand
in dollar sales in the U.S. Gain is also the 2nd largest selling laundry
detergent in the U.S. Gain's significant business growth was supported by
its successes with ethnic consumers and scent equity.
"Gain consumers demonstrate an extraordinary passion for the brand. We
work hard to understand our Gain consumers and work even harder to deliver
the amazing scent experience they find in Gain. That's the secret to
Gain's remarkable growth," said Kevin Burke, P&G Laundry Marketing
Gain has been exceptionally successful understanding and meeting the needs
of the increasing population of ethnic consumers, primarily African
Americans and Hispanics. Gain is P&G's fastest growing brand amongst
African Americans. As ethnic markets continue to develop rapidly, Gain
will continue to strive to lead the way in maintaining ethnic consumer
relationships through caring for their fabrics.
Gain has also grown its business by distinguishing itself in the laundry
aisle around a scent equity that addresses the continually growing trend
in scents across a variety of household goods.
"We've heard time and time again from consumers that they want long
lasting scents in their fabrics. Gain has truly delivered a variety of
products that offer long-lasting scents along with great cleaning power,"
said Cherylanne Skolnicki, Gain Brand Manager.
Gain was introduced to the market in 1969 as an enzyme-driven stain
removal detergent; however, in 1981, Gain decided to reposition the brand
for its fresh scent. Throughout the decade, the brand created a long-term
vision to leverage Gain's great scent experience among scent seeking
consumers. The business grew rapidly behind this scent-focused
positioning, and the brand continues to develop Gain around the scent
experiences that the brand offers.
In February 2006, the brand introduced the Gain(R) Joyful Expressions(R)
line, and the successful launch played an integral part in helping push
the brand's sales over the billion dollar mark. Gain Joyful Expressions
offers a variety of scents including Apple Mango Tango(TM), Gardenia
Delight(TM), and Mandarin Lime Fusion(TM).
"Consumers love Joyful Expressions because the scents that the line-up
offers are long-lasting and distinctive. Joyful Expressions continues to
overdeliver for the brand, and we expect even more growth as we further
develop the line," Skolnicki said.
Now with the addition of Gain, P&G has 23 brands with more than a billion
dollars in sales, including popular household brands like Pampers(R),
Tide(R), Downy(R), Bounty(R), Dawn(R), Charmin(R) and Duracell(R).
Power of Urban Radio A Symposium for
Advertisers, Ad Agencies, and
Broadcasters Focusing on the
Issues and Opportunities
Surrounding Urban Radio
September 20th, 2007
In New York City
Grand Hyatt Hotel
109 East 42nd Street
at Grand Central Terminal
Save the Date!
For info contact Sherman Kizart,
Senior Vice President, Urban
Marketing at 312-616-7204.
_________________________________________________________________________________________ 13th Edition Now Available
New Buying Power report shows more spending by black consumers on
to economic gains in the past two years, black households across the U.S.,
especially middle-class families, are increasing their purchases of
lifestyle and leisure items.
According to the newest edition of “The Buying Power
of Black America,” there are indications that black households are feeling
more confident about making purchases that... Story continued...
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