This campaign is focused on men. Gain's general appearance and overall brand is directed towards woman. The fruity scents, and bright color schemes turn men away. This is to help branch Gain's target market outward to reach single men ages 18-24 who may live on their own. Laundry seems tedious and boring, so to help breathe some life into, I illustrated a vibrant character to depict foul odor. The character plays a role in the other point-of-purchase items such as shelf talkers and floor clings. This campaign also features a T-shirt direct mailer package to help draw these men into local stores.