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 Director.

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).


Go to Target Market News homepage

 

   
Interep Presents
Ninth Annual
Power of Urban Radio

A Symposium for Multicultural
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.
sherman_kizart@interep.com
www.powerofurbanradio.com

_________________________________________________________________________________________

 13th Edition Now Available 
New Buying Power report shows more spending by black consumers on 'necessities'

Thanks 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...

_________________________________________________________________________________________


The African-American
Book Publishing Authority

Now in its ninth year of publication, Black Issues Book Review is the only nationally distributed magazine devoted exclusively to covering the latest news and reviews on black books. BIBR also provides up-to-date news on forthcoming author signings, book fairs and book clubs.
Want this issue? Get it with your new subscription.
Click Here

A TARGET MARKET NEWS PUBLICATION
_________________________


  SUBSCRIBE TODAY! 


The trade publication for
in-depth coverage of Black
Consumer Marketing
and Media news