Gain detergent and GRAMMY® award winning band La Santa Cecilia are teaming up to bring fans a joyful experience through the “Música para tu Nariz” campaign for Gain flings!, the newly launched single-use laundry pacs that are proven to be music to your nose.
“We are ecstatic to have La Santa Cecilia as our ‘partners in joy’ to bring our #musicaparatunariz program to life,” said Diana Bañuelos, P&G Brand Manager for Gain. “Through their music, the band embodies the joy and passion that we strive to bring to our consumers with our Gain flings! scent experience.”
Scent is a passion point for consumers– this is particularly true of Hispanics, for whom scent is usually at the center of their product experience. Hispanic consumers have long celebrated the joyful feeling Gain detergent gives them. However, many times they are not able to easily describe the exact feeling that the scent of Gain brings to their everyday lives.
To help articulate this feeling, Gain commissioned a study led by renowned scent expert Dr. Alan Hirsch and Innerscope Research, with Gain users to see how their feelings for Gain flings’ scent measured up to one of their favorite pastimes: listening to their favorite music. The results impressively showed that the scent of Gain flings! gives you more joy than your favorite music, and it can also make listening to your favorite music more enjoyable.
“We are very excited to be working with Gain flings! to bring this scent experience to our fans,” said Miguel Ramirez, La Santa Cecilia percussionist. “We love the joy that the aroma of Gain awakens for us, especially when we are out of tour for long periods of time. It is very comforting to open our luggage and smell the wonderful aroma of Gain, which reminds us of home,” added Ramirez.
“Something that we have in common with Gain is that we love surprising our fans with joyful experiences,” said La Santa Cecilia lead vocalist, La Marisoul. “As Gainiacs, we could definitely relate to the study results for two reasons: music has been a source of joy for us since we were little, and most importantly, we love smelling good so we can put our best face forward to our fans!”
As part of the partnership, Gain and La Santa Cecilia will be creating exclusive content for fans to promote the new Gain flings!, including turning consumer reviews and comments into song. This content will be shared on the brand’s digital platforms and @GainLatino page on Twitter.
In addition, La Santa Cecilia will be doing a special performance at Gain’s “Música Para Tu Nariz: Best Smelling Concert”, taking place Friday, April 4 at Hispanicize 2014, the annual Latino trends event for bloggers, journalists, marketers and other Latino influencers.
Gain launched new Gain flings!, the best Gain ever, earlier this year. Scientifically proven to be music to your nose, Gain flings! bring a new level of joy to the laundry room experience that is unlike any other laundry pac. Each Gain fling! is packed with the best Gain scent experience yet, plus the odor removal power of Febreze and the extra cleaning power of OxiBoost.
Gain detergent is currently available at drug, grocery and mass stores. With detergents and fabric softeners, dryer sheets, dish washing liquids, scent boosters, dryer bars and more, Gain will fill every room in your home with scents that are music to your nose.
About Procter & Gamble
P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide.
About La Santa Cecilia
La Santa Cecilia consists of accordionist and requintero Jose “Pepe” Carlos, bassist Alex Bendana, percussionist Miguel Ramirez, and lead vocalist La Marisoul, whose captivating voice sings about love, loss and heartbreak. Their influences range from Miles Davis to The Beatles, Led Zeppelin to Janis Joplin and Mercedes Sosa to Ramon Ayala. Their common love of music and openness to all genres led them to the concept of La Santa Cecilia in 2007 – named after the patron saint of musicians. In 2013, the band released their major label debut Treinta Dias (30 Days), which featured a captivating collaboration with fan Elvis Costello on “Losing Game.” Now, just after their GRAMMY® win for Best Latin Rock, Urban or Alternative Album, the band presents their new album Someday New. The album features seven new tracks, which include a heartfelt Spanglish rendition of The Beatles iconic “Strawberry Fields Forever”, plus their new unforgettable Mexican classic “Como Dios Manda”; as well as a fresh new radio-edit of their single “Monedita” and the full version of their moving, and militant “ICE – El Hielo.”
About Hispanicize 2014
Now in its fifth year, Hispanicize 2014 (#Hispz14) is the iconic, largest annual event for Latino trendsetters and newsmakers in social media, journalism, advertising, PR, technology, film and music. Co-chaired by award winning journalist Maria Hinojosa of NPR’s Latino USA and Patricia Pineda, Group Vice President of the Hispanic Business Strategy Group of Toyota Motor North America, Hispanicize 2014 is expected to gather more than 1,700 of the nation’s most influential Latino professionals from the industries of blogging, journalism, technology, music, marketing, film and business over four full days. Featuring U.S. Hispanic thought leaders and celebrities, the 5th anniversary edition of Hispanicize will be taking place at the InterContinental Miami hotel with several offsite events at major cultural venues. The event is a launch pad for creative endeavors, new products, technologies, marketing campaigns, films, books and more targeting Latinos in the U.S. and/or Puerto Rico. Hispanicize 2014, a partnership of the Hispanic Public Relations Association (HPRA), Hispanicize and the Public Relations Society of America (PRSA), will be held at the InterContinental Miami hotel, April 1-4, 2014 in downtown Miami.
About Universal Music Group
Universal Music Group is a music company with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, the industry’s leading global music publishing operation. Universal Music Group’s record labels include A&M/Octone, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, Fonovisa, Geffen Records, Interscope Records, Island Records, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Universal Music Latino, Universal Republic and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalogue of music in the industry, which includes the last 100 years of the world’s most popular artists and their recordings. UMG’s catalogue is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes Global Digital Business, its new media and technologies division and Bravado, its merchandising company. Universal Music Group is a unit of Vivendi, a global media and communications company.