P&G Gain: Gain: Clean Never Smelled So Good In 2004, a small US laundry detergent brand went head-to-head with the big guys, focusing on a strategy based solely on amazing scent. Risky, you'd think, but no. Gain users were fanatical about the scent. This insight helped propel Gain to the #2 detergent spot in the USA. A billion-dollar brand that cleaned up without ever talking about clean.