Procter & Gamble Announces Gain(R) as its 23rd Billion Dollar Brand

CINCINNATI, Sept. 5 /PRNewswire-FirstCall/ -- 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).

Gain's portfolio of variants includes Original Fresh, Island Fresh(R), Fresh Awakenings(TM), Gain Plus a Touch of Softness(R), Gain Joyful Expressions and Gain HE and Gain with Bleach Alternative - Outdoor Sunshine(R). Gain also offers liquid fabric softeners and dryer sheets. Although Gain does not set retail prices, the suggested retail price for the following sizes of liquid laundry detergent are: 32 loads @ $5.99 and 64 loads @ $10.49. Actual retail price is at the sole discretion of individual retailers.

About Gain(R)

Gain(R) provides an irresistible burst of scent across its variety of laundry detergents and fabric enhancers. Gain laundry detergent delivers a smell that says clean in addition to its excellent cleaning power. Visit http://www.ilovegain.com/ for more information.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R) and Gain(R). The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.