Gain

VCU Brandcenter, September 2024

Gain Moonlight Breeze Fabric Softener was arguably the most random product my team could have been assigned in our Brandcenter class last fall. Nevertheless, we embraced the challenge and created a campaign that celebrated its weirdness.

Methodology

Online research:

Investigated social media platforms to find how scent impacted people’s purchasing habits.
Learned about how different laundry brands have created a popular following and what strategies they have implemented.

Online survey:

Received 35 responses from Gen-Z laundry users about their favorite laundry products and what they typically gravitate towards.
Researched the role of nostalgia in scents and its profound impact on this audience, particularly as they transition into adulthood.

Problem

Consumers don’t know what Moonlight Breeze smells like.

While many laundry scents have names that clearly communicate their fragrance, Moonlight Breeze remains elusive. Our research proved that because the name is unclear, people are less likely to try the product.

People are pretty conflicted about Moonlight Breeze.

The ambiguity may be stopping people from buying the product.

Instead, people are sticking to scents they know.

Target

Comfort-seeking Gen-Z.

Gen-Z is entering adulthood during a time marked by environmental challenges, high unemployment, and political instability. As a result, many are experiencing heightened levels of anxiety and depression, leading them to seek comfort more than ever before.

Articles showcasing just how stressful it is to be Gen-Z.

Insight

Scent is a gateway to our forgotten emotions and memories.

Scent has the power to transport us to forgotten moments, buried feelings, and the stories we didn’t realize we still carried. It’s more than just a sensation; it’s a gateway to experiences that shape us in ways we can’t always explain.

From our research, we found that many Gen-Zers associate scent with comfort, using it to create a sense of familiarity and relaxation in their daily lives.

Strategy

We wanted to position Gain Moonlight Breeze fabric softener as a soothing escape, enveloping Gen-Z in a scent that lifts their mood and takes them to a happy, comforting place.

Gain Moonlight Breeze can take you to your happy place.

Gen-Z is the first generation to grow up with the internet, giving them access to countless online games, videos, and social media platforms. The early days of the internet hold a special nostalgia for them, as they were children during that time, enjoying a sense of fun and freedom that shaped their childhood experiences.

But…what is a happy place for Gen-Z?

Creative Idea

Feel the Scenternet.

Our creative idea, “Feel the Scenternet”, encouraged Gen Z to embrace the nostalgia of their childhood and indulge in the over-the-top scent of Moonlight Breeze Fabric Softener.

OOH

MoonlightBreeze.com: A website containing all things comfort for Gen-Z.

For Gen-Z to truly relive their childhood nostalgia, they can hop onto MoonlightBreeze.com, a website browser that contains multiple platforms for users to interact with.

From a music player full of 2000s bangers, to a YouTube highlight reel of classic videos, to a Gain Moonlight Breeze themed Papa’s Laundoria game and Wattpad story, Gen-Z will truly feel connected to Gain’s mission and will feel more inclined to purchase the fabric softener.