The Bronx came alive today in a celebration of art, music and culture,
with the unveiling of Gain®'s
#MusicToYourNose Laundromat Takeover. Gain, with help from
of Hope, transformed six laundromat locations throughout the Bronx,
Washington Heights and Spanish Harlem, into colorful, multidimensional
art created by community residents and school children. Bronx-born,
Latin Grammy-nominated artist Leslie Grace was also on hand to help
bring attention to the community beautification project and to surprise
her hometown community with a celebratory pop-up concert which included
the exclusive debut performance of her latest single, "Nadie Como Tu."
Latin Grammy nominated singer-songwriter Leslie Grace makes laundry joyful at the Gain #MusicToYourNose Laundromat Takeover, Friday, May 16, 2014, in the Bronx. Procter & Gamble's Gain partnered with Portraits of Hope to transform neighborhoods with community-created art displays. (Photo by Diane Bondareff/Invision for Gain)
"This is my first time back in the Bronx since I was a kid, and I'm so
excited to help Gain spread a bit of unexpected joy and celebration to
the community," said Grace. "It's no secret that we all have to do
laundry and these vibrant community-created art projects have definitely
turned ordinary laundromats into something truly special. You just can't
help but smile when you see them!"
In addition to experiencing the art and pop-up concert, residents also
had the opportunity to take "selfies" within the art installation and
enter to win the Gain #MusicToYourNose
Instagram Sweepstakes, which runs through June 16, 2014. Brand
ambassadors were also on hand to giveaway free Gain Flings! - the newest
Gain detergent product to be introduced to the market. The single use
detergent pacs provide a three-in-one benefit of Gain Detergent plus Oxi
Boost and the malodor removal of Febreze.
"We are thrilled to work with Portraits of Hope and Leslie Grace on this
neighborhood beautification project," stated Mark Jeffreys, Associate
Marketing Director, Procter & Gamble eCommerce & Go-To-Market
Innovation. "We wanted local New York neighborhoods to experience
surprise and delight within their everyday routine through the
transformative power of Gain. Based on all the smiling faces, I think we
accomplished that today."
Yahoo en Español nd Sony Music Latin also helped amplify these local
efforts through the creation of an exclusive video series to be featured
on a custom section of the Yahoo Mujer page titled, "Se
Feliz." This section on Yahoo en Español will profile community and
music inspirations that bring joy, color and vibrancy to our lives. In
addition to articles, slide shows and editorial blogs, "Se Feliz" will
host an eight part video series featuring Leslie Grace, including video
footage of a performance event and Portraits of Hope makeover reveal of
a Laundromat in Grace's hometown in the Bronx. Select pieces of that
content will also live on ilovegain.com/flings.
The six laundromats included in the Gain #MusicToYourNose Laundromat
Takeover program can be found are at the following locations (and
available to the laundry-going public through August 31):
For more information about the Gain #MusicToYourNose Laundromat
Takeover, please visit www.ilovegain.com/flings,
on Facebook at www.facebook.com/Gain;
on Twitter at @Gain or @GainLatino; on Instagram at @GainLaundry or by
following #MusicToYourNose or #MusicaParaTuNariz. For more details on
the Instagram contest, visit http://bit.ly/1qxBOEY.
Gain launched new Gain flings! earlier this year. The new single-use
laundry pacs not only deliver better cleaning versus Gain liquid
detergent with added Oxi Boost and malodor removal power of Febreze, but
provide consumers with the best Gain scent experience yet. In fact, a
Gain commissioned study, conducted by scent expert Dr. Alan Hirsch and
Innerscope Research, proved that the scent of Gain flings! can give you
more joy than listening to your favorite music and it also can make
listening to your favorite music more enjoyable. For more information on
Gain Flings! visit www.ilovegain.com/flings.
About Gain®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. For more Gain laundry fun visit IloveGain.com/flings,
or follow Gain Laundry on Facebook and Twitter.
About Procter & GambleP&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 Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®,
Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®,
Vicks®, Wella® and Whisper®. The P&G community includes operations in
approximately 70 countries worldwide. Please visit http://www.pg.com for
the latest news and in-depth information about P&G and its brands.
About Portraits of HopePortraits of Hope is a non-profit
that develops one-of-a-kind motivational art projects that merge the
production of dynamic public art works with creative therapy for
hospitalized children and civic education for students of all ages.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140516006083/en/
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