Gain laundry detergent threw a launch event with the Braxton family last night at the Empire Hotel to launch their new ‘Music To Your Nose’ rebranding campaign.
Attendees sipped ripe colorful cocktails in the posh indoor rooftop venue, which tantalized the senses alike the famous fragrance of Gain. The Braxton family, including Tamar, Trina, Towanda & Traci, along with 6-time Grammy Winner Toni Braxton herself mingled in the crowd before taking the stage.
Gain’s marketing representatives groomed the audience with insight as to the purpose of colliding music with their brand. ‘Gainiacs’ – as fans of the detergent are referred to – wrote into the company like excited music fans about new ways to get their favorite scent. The company enlisted the help of the scientists at Interscope Research to dig deeper into the emotional and physiological correlations between the two stimulants. Their findings concluded that scent is even more stimulating than music, so Gain decided to combine the two into their new Flings line extension.
The music aspect was brought to life when American Idol finalist Andrew Garcia and Tyler Ward sang unique versions of several new-school and old school classics including ‘Stand by Me’ to the ‘Fresh Prince of Bel Air’ theme song to Drake’s current hit ‘Hold on I’m Going Home’.
Anticipation for the night’s featured guests, the Braxtons, mounted in the room. The TV stars Tamar, Trina, Towanda & Traci came on stage and shared their personal stories with the detergent before introducing their star sister, Toni.
Toni came on stage, swaying and exuding professional charm while singing her classic “Another Sad Love Song.” The audience broke loose when she performed her Grammy-winning “Breathe Again” and made her way through the crowd, inviting attendees to sing along with her.
The night then came to a close, concluding that the Braxtons truly are the perfect fit for their brand.
Writeup for YouKnowIGotSoul by Tara Scudder of PeaceLuvHarmoni.com