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Press release from Business Wire

Gain Announces New Original Scent Fireworks With More of the Fresh Laundry Scent People Love

<p class='bwalignc'> <i>In-Wash Scent Booster Provides up to 12 weeks of Longer Lasting Freshness*</i> </p>

Monday, March 18, 2013

Gain Announces New Original Scent Fireworks With More of the Fresh Laundry Scent People Love11:11 EDT Monday, March 18, 2013 CINCINNATI (Business Wire) -- Gain fans have something new to get excited about – they can get even more of the Original scent they fell in love with now available in a great new format. Procter and Gamble's (NYSE:PG) Gain detergent brand introduces new Original Fireworks In-Wash Scent Booster to give your laundry an extra boost of fresh scent that lasts up to 12 weeks in storage. Gain Announces New Original Scent Fireworks With More of the Fresh Laundry Scent People Love (Photo: Business Wire) According to a recent P&G study of 106 participants, 87% of consumers prefer to put on clothes with a “just washed” scent when they get dressed. Gain users have long touted their passion for the fresh scent they get from washing their clothes in Gain Original Laundry Detergent and now by adding Gain Original Fireworks to their laundry routine, they can get an extra boost of that irresistibly fresh scent that lasts on clothes even if they have been in storage for three months. “Our loyal fans are passionate about the scent of Gain and have told us time and time again that they simply want more of it,” says Hamilton Brown, North America Brand Manager for Gain. “They asked, we answered! New Original Fireworks gives them more of that scent experience they love and now it lasts even longer.” GAIN FIREWORKS LETS YOU CUSTOMIZE YOUR LAUNDRY SCENT EXPERIENCE Consumers can add new Gain Original Fireworks directly to the wash to give their laundry an extra boost of fresh scent. The product simply dissolves during the wash cycle and is safe to use in any washing machine, including high efficiency machines, at any temperature. It is safe for use on all colors, fabrics and loads. The convenient form is easy to use and allows consumers to control the amount of scent they prefer added to each laundry load. Now the fresh scent of new Original Fireworks lasts up to 12 full weeks in storage. NEW ORIGINAL SCENT CAMPAIGN BROUGHT TO LIFE ACROSS MEDIA CHANNELS To build excitement for Original Fireworks, Gain will launch a multi-phased communications program to drive awareness and trial of the new product. The campaign will kick off today with a humorous advertising spot that brings the captivating scent experience and 12 weeks out-of-storage freshness benefit to life. The second phase of the communications program will tap into the passion our loyal fans have to help spread the word about new Original Fireworks. Gain will select a group of our original Twitter fans who will have the opportunity to test the new product at home. In addition, we will spark conversation amongst the blogger community and encourage people to try the product for themselves using the hashtag #GainLove so people can easily follow the conversation. Lastly, Gain will attend the Blissdom 2013 Conference to introduce the new product to Gain fans as well as people who may not yet be fans of the Original Gain scent. Gain Original Fireworks In-Wash Scent Booster is now available at any retail store where Gain laundry products are sold nationwide. The suggested retail price is $6.99 for 9oz bottle, $8.99 for 13oz bottle and $11.99 for 19oz bottle. Actual retail price is up to the sole discretion of the retailer. Shoppers will continue to find Gain Fireworks in Sweet Sizzle Scent for the same price nationwide. *New Original Scent Fireworks provides a boost of fresh scent to Gain Original Scent Laundry Detergent and lasts up to 12 weeks in storage.About Gain® Gain detergent is currently available at drug, grocery and mass stores. With detergents and fabric softeners, dryer sheets, dish washing liquids, scent boosters, dryer bars and more, Gain will fill every room in your home with anything but ordinary scents. For more Gain laundry fun visit, or follow Gain Laundry on Facebook and Twitter. About Procter & Gamble P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands. Photos/Multimedia Gallery Available: P&G Communications NA Fabric CareSherilena Strub, GlobalLisa Sepulveda,