Gain trails Tide in the crowded laundry detergent segment. Although Gain is in 2nd place in the category, the difference between first and second is huge ($1.2 Billion).
People buy laundry detergent based on what their mom's used (most usually Tide)
Percentages from Mintel
Solo-Sudsers up until recently have been largely ignored by the detergent industry. Innovations like pods/flings have opened the door towards this viable target.
These 18-29 year-olds are just entering college or starting their career, and for the first time in their lives they're making their own purchasing decisions regarding detergent. They live in urban areas and aren't doing laundry every day. They tend to stockpile their laundry, but will also start a load just to wash that one shirt for a big occasion - like a date or job interview. In contrast to moms, they are not looking for cleaning power, but rather want attractive, long-lasting fragrances.
Our research revealed that while 22% of households with children were concerned about the safety of scents (sensitive skin, allergens, etc.), 66% of Millennials prioritize scent enough to use scent boosters in addition to detergent. This is good news for Gain since it is positioned in the market as "the seriously good scent."
Solo-Sudsers are more likely to live in urban apartments without a washer and dryer unit. Gain Laundromat Cafés will stand out in contrast to competitor laundromats.
Laundromats are a 1.89 Billion dollar industry.
Eliza Hadjis, Strategist
Blake Smoral, Strategist
Nick Koutris, Creative Brand Manager
Kevin Rothermel, VCU Brandcenter Faculty Mentor
Turn Gain, our assigned category also-ran, into a disruptive challenger brand. Doing so took an understanding of who the brand was, the specific business problem to solve, and then developing a business strategy as well as a comms/experience strategy to bring the brand to life.