P&G's Gain brand enrolled comedian and actress, Wanda Sykes, to help consumers find their perfect scent match.
On the brand's YouTube channel an interactive video questionnaire features Sykes as a virtual matchmaker ("like Cupid, for your nose!"), guiding users through a tongue-in-cheek personality test to determine the Gain variety scent best suited to their likes.
Also targeting the U.S. Hispanic market, the new campaign (now being promoted to its 1.1 million Facebook fans and with a promoted tweet) lets users toggle between English and Spanish language versions via a language selector button featured on the Gain YouTube video.
"We understand that different people have different scent preferences, scent memories and even experience scents in different ways, that's why we created this interactive experience to help consumers find their 'perfect scent match,'" said Edwin Padilla, P&G North American Design Brand Manager for Gain, in a press release. "At Gain we believe the fun doesn't have to stop when the cleaning starts, especially when you're surrounded by your perfect Gain scent match." Naturally, P&G is offering a coupon as a call to sample the Gain family of laundry detergent.
Using criteria such as taste in shoes and music or assessment of an inkblot, the interactive questionnaire pairs people with Gain’s portfolio of product scents including, Original, Lavender, Floral Fusion, Island Fresh, Ocean Escape, Apple Mango Tango, Hawaiian Aloha, Butterfly Kiss, Dazzle & Shine, Icy Fresh Fizz, Sunflower & Sunshine, Dreamy Desire, Flirty Fresh, Sweet Sizzle, Apple Berry Twist, Lemon Zest and Honeyberry Hula.
According to the press release, "To ensure that everyone has a chance to meet their perfect match, Gain has also created a Spanish language version of the YouTube videos featuring 'Dr. Aroma,' (who) takes people through a series of questions in Spanish in order to help pinpoint their perfect scent match from Gain’s anything but ordinary line up of scents."
A 2012 study by Wakefield Research, commissioned by Gain, found that 86% of the U.S. Hispanic consumers who responded said it’s important for their personal scent to match their personality and 36% would be uncomfortable, uneasy or just not themselves if made to wear a scent that wasn't their own.