For Immediate Release
July 02, 2014
Contact Information

Charell Charleston
My Anh Nghiem

(BPRW) Gain Brings the Scent of Joy to Essence Festival's 20th Anniversary with a Gain Flings "˜Music to Your Nose' Experience

(BLACK PR WIRE) – CINCINNATI--(BUSINESS WIRE)-- P&G’s Gain detergent is delivering joy in a whole new way to this year’s Essence Festival by treating attendees to a Gain flings! scent-filled experience enjoyable enough to rival the emotions of watching their favorite musical acts on the Superdome stage. Gain flings! laundry pacs deliver 50% more scent, the extra cleaning power of OxiBoost, and odor removal power of Febreze. During Essence Festival, attendees will get a chance to experience the impressive scent first-hand. In a scientific study conducted by Dr. Alan Hirsch and Innerscope Research, the scent of Gain flings! was proven to make listening to your favorite music more enjoyable. Additionally, 86% of surveyed consumers said they liked smelling GAIN flings! as much as or more than listening to their favorite music. With a response that strong, Gain is compelled to share its “Music to Your Nose” experience with consumers at the 2014 Essence Festival.

Gain will engage attendees with an array of activities throughout the weekend including meet and greets with Gainiac celebrities, The Braxton sisters, an interactive experience that shows how the scent of Gain flings! gives you more joy than listening to your favorite music, booth giveaways, product sampling, and surprise consumer gifting via social media.

“There is no other musical weekend that inspires quite the same joy and excitement that Essence Festival does,” said Diana Banuelos, P&G Brand Manager for Gain. “This is the perfect opportunity to engage with our African American Gainiacs and introduce them to our best Gain ever, Gain flings! laundry pacs. We’re very excited to be here!”

Beginning on July 4th, Festival attendees will be welcomed into the Gain flings! “Music To Your Nose” experience inside P&G’s My Black is Beautiful booth (booth #1010) at the Ernest N. Morial Convention Center for a fun, scent-inspired experience. Visitors will be able to take an interactive test to reveal how the scent of Gain Flings! can give you more joy than listening to your favorite music. Consumers will also receive samples of Gain flings! and have the chance to enter to win raffle prizes, including tickets to the Essence Festival Main Stage concerts.

Local radio DJ Mix Maestro will keep the booth energy high for attendees by spinning tracks that convey the joyfulness of Gain flings!’s Moonlight Breeze and Original scents. Legendary spintress DJ Kiss will make a special appearance at the Gain DJ booth on Friday, July 4th from 12:00-2:00PM to kickoff the weekend. Attendees will also have an opportunity to meet reality TV Gainiacs, the Braxton sisters, on Friday, July 4th and on Saturday, July 5th. The sisters will be available at the booth to take photos with attendees, answer questions and will tweet behind-the-scenes event updates to #musictoyournose.

Gain will also bring the joy to the Superdome, where the Braxton sisters will also host a “tweet-stakes trivia” contest on the Main Stage on July 5 for concert attendees.

To stay up to date Gain flings! events and Gainiac news at Essence Festival and throughout the year, follow us on Twitter (@Gain) and Instagram (@GainLaundry), using hashtags #musictoyournose and #gainflings.

Gain flings! is available at local New Orleans retailers and nationwide in 57, 66, 72, 77 and 90-ct tubs as well as 14, 16, 31 and 35-ct bags. Gain flings! is available in the Gain signature Original Scent and Moonlight Breeze. The suggested manufacturers retail price ranges from $4.49 for 14-count bag to $21.49 for a 90-count tub. Please visit or for more information about Gain flings!.

Gain wants users to have the best laundry experience possible, but also understands that safety should always come first when it comes to their families. Proper usage and storage instructions are clearly indicated on all packaging. Additional information regarding safe use and storage of Gain flings! is available at  

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 scents that are music to your nose. For more Gain laundry fun visit, or follow Gain Laundry on Facebook and Twitter.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands. 

Source: Procter & Gamble

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