Love the Scent

Although I haven’t worked on Gain a lot, it was one of the more fun brands at P&G. “To smell it is to love it.” and “Love and first sniff.” were the existing campaign lines and our task was to convey that message. Any time a product tells you you’ll love it, you can’t help but have doubts and disregard any credibility unless of course you keep the communication fun, light-hearted and playful.  

What are the scents you love, iconically and unrelated to laundry? This question led me to a bunch of answers but the one that stood out was an air freshener hanging from the rearview. So why not interchange that with a smelly sock, the kind washed in the lovely scent of Gain? 

We took this idea a step further and created actual car fresheners for people to demo or stick on products in-store.