Hispanic U.S. consumers love the scent of Gain detergent.

But after the financial crisis, they switched to a cheaper scentless detergent.

To bring them back to Gain, we created a fake condition.

We wanted to use a scented ad but in a unique way. The client also partnered with a Scent company to replicate exactly the unique scent of Gain in a scented varnished ink to be used in our print ad.

50% of those who noted the Gain 'Concert' ad, took an action afterwards;

the most common action was considering purchase (20% of noters),

purchasing the product (16%), and having more favorable opinion (18%).

The brand positively over indexed in 131% brand disposition.