Gain Dishwashing Liquid

Improving More Lives with More P&G Brands

Gain Dishwashing Liquid

Improving More Lives with More P&G Brands

The Gain brand has enjoyed a longtime following from the consumers we affectionately call Gainiacs. These ultra-loyal consumers—with a dual demand for scent and savings—are doubly delighted by the experience Gain provides.

These brand advocates began to ask for products that would bring the Gain scent into more of their everyday routines—comments like,

“I’ve always loved the scent of Gain laundry detergent. Why not develop it for dishes?”

As the largest dish care company in the world, we responded—with Gain Dishwashing Liquid.


MAT NEDELJKO, North America Dish Category Supply Planner, and ARTURO PIMENTEL, Hand Dish Research & Development, tell the story of how P&G was able to translate the scent of Gain from a laundry product to a hand dish product.

Gain Dishwashing Liquid is P&G’s first new hand dish brand in nearly 40 years, and its sales are trending ahead of expectations. But more than merely wooing its most loyal fans into the dishwashing category, it has sparked new Gainiacs, which has in turn strengthened trial across the entire line of Gain products.

On track to double its first-year sales, Gain Dish Liquid is already approaching a 5% share of the U.S. hand dish market. Now for the first time ever, Gainiacs new and old are enjoying the value and scent experience of Gain at one more familiar place—the kitchen sink.


Gain’s beloved scent has gone beyond the laundry room to the kitchen sink.