Every day during the campaign, listeners were urged to call in to win tickets to the Hottest Event in town…the Gain Laundry Party. Winners would gain access to a local area Laundromat where they would get to party and do their laundry with Shamra, Philadelphia’s number one DJ among African American women. Winners were able to do their laundry for free, sample product, win great prizes, and party with “their station”.

Gain turned an everyday chore into a reason to celebrate, by integrating into the Philadelphia African American community. Volume shipments increased 14% during the 10 week Laundry Party Period versus the prior 10 week period. We also created a successful, transferable platform that can be expanded to other markets.