Background

To capitalize on the equity of Gain laundry detergent’s distinctive scent, P&G wanted to help shoppers past the “taboo” of opening containers at the shelf. The company began by asking, “How do we get them to crack the cap in-store, and what’s the commercial idea that works back through the path to purchase from the big idea context?”

Insight

Shoppers want to test the scent before they buy new laundry detergents, but in these days of product safety concern it seems wrong.

Action

“Love at first sniff,” a campaign that began with endcap displays and other P-O-P materials and continued through outdoor ads and digital marketing (the latter of which asked consumers to share their “Gain moments”)

Result

Not available

Reference

Malinowska, P. (2010, November). Expo Keynote: P&G and Shopper Marketing. Instore Marketing Institute.

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