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CINCINNATI--(BUSINESS WIRE)--Old Spice, the iconic brand dedicated to the journey from boyhood to manhood, has launched its revitalized "Mom Song" campaign, '<a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fyoutu.be%2FtprmKtbmSoU&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=The+End+of+Adolescents&amp;index=1&amp;md5=034379cd13a9039a7b4f7b33833615a8" rel="nofollow" shape="rect">The End of Adolescents</a>.’ Old Spice licensed the song ‘End of the Road’ by the legendary R&amp;B group, Boyz II Men. The campaign brings back the universally relatable experience of moms grappling with their sons' newfound manliness, a theme that was first introduced by Old Spice over a decade ago in the original, “<a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DUt44qwkD9-I%26list%3DRDUt44qwkD9-I%26start_radio%3D1&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=Mom+Song&amp;index=2&amp;md5=76e3b2673b665ef021ee2845f983f588" rel="nofollow" shape="rect">Mom Song</a>.” <a href="https://mms.businesswire.com/media/20260310541215/en/2742597/5/MomSong_PRstill_01_1920x1080.jpg"><img src="https://mms.businesswire.com/media/20260310541215/en/2742597/22/MomSong_PRstill_01_1920x1080.jpg" /></a> <a href="https://mms.businesswire.com/media/20260310541215/en/2742597/5/MomSong_PRstill_01_1920x1080.jpg"><img src="https://mms.businesswire.com/media/20260310541215/en/2742597/21/MomSong_PRstill_01_1920x1080.jpg" /></a> <a href="https://mms.businesswire.com/media/20260310541215/en/2742594/5/Old_Spice_Logo_%285%29.jpg"><img src="https://mms.businesswire.com/media/20260310541215/en/2742594/22/Old_Spice_Logo_%285%29.jpg" /></a> <a href="https://mms.businesswire.com/media/20260310541215/en/2742594/5/Old_Spice_Logo_%285%29.jpg"><img src="https://mms.businesswire.com/media/20260310541215/en/2742594/21/Old_Spice_Logo_%285%29.jpg" /></a>
The new 60-second spot takes the playful antics of the original release and gives it a modern, aspirational twist. It's a nostalgic, musical journey that captures the hilarious and tender celebration of the unique bond between moms and their sons as the young men transition into adulthood, often signaled by their choice of scent. The campaign also marks the transition into manhood with a new standard in customizable scent intensity and pro-level moisture control.
Solving the Scent Paradox: Signature Scent Control
A key highlight of the campaign is the debut of the Swagger Signature Scent Control system. Addressing the needs of a new generation that demands both high-performance and personalized scent levels, Old Spice now features an innovative scent meter. This allows users to choose their level of fragrance—from subtle to bold—ensuring a skin-safe and tailored experience for every occasion. The lineup includes:<ul class="bwlistdisc">
<li>
Antiperspirant and Deodorant Sticks &amp; Sprays with New Signature Scent Control</li>
<li>
Body Wash with Lasting Signature Scent</li>
</ul>
Kate DiCarlo, Senior Communications Director for P&amp;G, commented on the campaign: “At Old Spice, we revel in the epic adventure from boyhood to manhood with a confident swagger. Our 2026 campaign, 'The End of Adolescents,' brings back the legendary vibe of the 'Mom Song' running for decades now, reimagined for today’s generation. This campaign is a hilarious celebration of the unique bond between moms and their sons. While the path to adulthood can be challenging, Old Spice ensures that the transition smells a whole lot better."
The new spot is currently airing across major television networks and digital platforms. <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fyoutu.be%2FtprmKtbmSoU&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=View+here+on+YouTube&amp;index=3&amp;md5=636c0aca25237890ff5e02f8433d8df8" rel="nofollow" shape="rect">View here on YouTube</a>. The full Old Spice Swagger lineup, including the new 24/7 Signature Scent Control, is available now nationwide starting at $7.99. Fans are invited to join the <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Foldspice.com%2FOSRewards%3Fsrsltid%3DAfmBOopGGpY0RRkDypplYSm82J9LPRcvMk0LZWzroJCgOwVCkDWRi1dW%26utm_source%3Dhttps%253A%252F%252Fwww.sfgate.com%252Fthings-to-do%252F%26utm_medium%3Dreferral&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=Old+Spice+Clippership+Club&amp;index=4&amp;md5=cfc1fdd2fea195a4ed6d99711e25c620" rel="nofollow" shape="rect">Old Spice Clippership Club</a>, a reward program offering exclusive updates on high-performance grooming and "Scent-sational" rewards.
About Old Spice
Old Spice, an iconic grooming brand for more than 80 years, is the No. 1 selling antiperspirant and deodorant brand for men in the United States. As a category leader, Old Spice offers pro-level performance across a men’s grooming ecosystem including antiperspirants, deodorants, body washes, body sprays, shampoos, and hair stylers. Old Spice is the authority on the complete men’s grooming regimen. Follow Old Spice's social channels: <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Foldspice%2F%3Fhl%3Den&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=Instagram&amp;index=5&amp;md5=22217091c457f1c060e6b02e4b155405" rel="nofollow" shape="rect">Instagram</a>, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40oldspice%3Flang%3Den&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=TikTok&amp;index=6&amp;md5=d079e90469aaa4c73070860df857071c" rel="nofollow" shape="rect">TikTok</a>, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.facebook.com%2FOldSpice%2F&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=Facebook&amp;index=7&amp;md5=102f4ed7b7d2ea2df57b6edccaffb132" rel="nofollow" shape="rect">Facebook</a>, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.youtube.com%2Foldspice&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=YouTube&amp;index=8&amp;md5=a3a63e493400d3ffe68ebad0432ce215" rel="nofollow" shape="rect">YouTube</a>, and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fx.com%2Foldspice&amp;esheet=54443026&amp;newsitemid=20260310541215&amp;lan=en-US&amp;anchor=X&amp;index=9&amp;md5=f7e937e49518984a21d6a42020487b36" rel="nofollow" shape="rect">X</a>. Contacts 
For media inquiries, please contact:
 
Meghann Craig, Citizen Relations
 <a target="_blank" href="mailto:meghann.craig@citizenrelations.com" rel="nofollow" shape="rect">meghann.craig@citizenrelations.com</a>
Nicole Bosley, Procter &amp; Gamble, Old Spice
 <a target="_blank" href="mailto:bosley.ne@pg.com" rel="nofollow" shape="rect">bosley.ne@pg.com</a>

Old Spice Teams Up With Iconic R&B Group to Ignite Beloved "Mom Song" in New Campaign: 'The End of Adolescents'

The biggest Magic Eraser upgrade in 20 years – plus the new Shower &amp; Tub Scrubber for America’s toughest cleanCINCINNATI--(BUSINESS WIRE)--Today, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Freels%2FDVd8cE5ju44%2F&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=Mr.+Clean+steps+out+of+retirement&amp;index=1&amp;md5=34f52fae955c486d68caae68db652994" rel="nofollow" shape="rect">Mr. Clean steps out of retirement</a> - newly inspired, freshly energized, and ready to reveal the biggest innovation of his legendary career. <a href="https://mms.businesswire.com/media/20260304047413/en/2737228/5/Mr_Clean_Magic_Eraser_Family_FINAL.jpg"><img src="https://mms.businesswire.com/media/20260304047413/en/2737228/22/Mr_Clean_Magic_Eraser_Family_FINAL.jpg" /></a> <a href="https://mms.businesswire.com/media/20260304047413/en/2737228/5/Mr_Clean_Magic_Eraser_Family_FINAL.jpg"><img src="https://mms.businesswire.com/media/20260304047413/en/2737228/21/Mr_Clean_Magic_Eraser_Family_FINAL.jpg" /></a> <a href="https://mms.businesswire.com/media/20260304047413/en/2736863/5/MrClean_US_Logo_Stacked_PMS.jpg"><img src="https://mms.businesswire.com/media/20260304047413/en/2736863/22/MrClean_US_Logo_Stacked_PMS.jpg" /></a> <a href="https://mms.businesswire.com/media/20260304047413/en/2736863/5/MrClean_US_Logo_Stacked_PMS.jpg"><img src="https://mms.businesswire.com/media/20260304047413/en/2736863/21/MrClean_US_Logo_Stacked_PMS.jpg" /></a>
“Legacies last forever, and Mr. Clean’s was nowhere near finished. We’re thrilled he’s back, because there’s a whole lot of magic in the new product lineup and there is no one we’d rather partner with than the legend himself," said Dave Landers, Vice President, North America Surface Care, Procter &amp; Gamble.
During his retirement, Mr. Clean did anything but take it easy, and he shared every moment of it on his social feeds. Mr. Clean competed in athletic events, pampered himself in the bathroom, and strolled beaches like a man on a mission. Every one of those hobbies sparked inspiration for something big: tougher Magic Erasers, a better way to clean showers and tubs, and a lineup of scents that smell like he bottled his beach vacations.
“Today, I’m proud to share that I’m back,” said Mr. Clean, the larger‑than‑life cleaning icon. “I tried to stay retired, but the ideas got too big. The magic of cleaning called me back.”
The Mr. Clean innovation includes: the biggest upgrade to Magic Eraser in 20 years, the new Shower &amp; Tub Scrubber, and new scents for the Multi-Purpose Cleaner line-up.
Mr. Clean Shower &amp; Tub Scrubber and Shower &amp; Tub Foaming Magic Eraser<ul class="bwlistdisc">
<li>
All in one shower &amp; tub cleaner with a built-in squeegee for a streak-free finish</li>
<li>
Sturdy grip handle for more scrubbing power with a 360-degree pivoting head for hard-to-reach places</li>
<li>
Cuts through 100% of soap scum and grime for a deep clean in half the time versus leading all-purpose bleach sprays</li>
<li>
The Mr. Clean Shower &amp; Tub Foaming Magic Erasers use the cleaning power of Dawn and last 5X longer when attached to the Shower &amp; Tub Scrubber (versus Mr. Clean Shower &amp; Tub Foaming Magic Eraser alone)</li>
<li>
Designed to clean tough bathroom messes on shower glass, bathtubs, tile, sinks and more</li>
</ul>
Mr. Clean Magic Eraser Whole Home Extra Durable and Extra Durable XL<ul class="bwlistdisc">
<li>
The upgraded Mr. Clean Magic Erasers are longer-lasting, while other erasers crumble</li>
<li>
Mr. Clean has 5X Cleaning performance versus leading all-purpose bleach sprays</li>
<li>
Designed to provide a sturdier and more comfortable grip for tougher scrubbing power</li>
<li>
Designed to effectively clean <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.mrclean.com%2Fen-us%2Fmesses&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=100%2B+messes+throughout+the+home&amp;index=2&amp;md5=2936228527315442cc51d8329fc37f25" rel="nofollow" shape="rect">100+ messes throughout the home</a></li>
</ul>
Mr. Clean Kitchen Grease Foaming Magic Eraser<ul class="bwlistdisc">
<li>
A denser, longer-lasting cleaning tool engineered for everyday kitchen cleaning</li>
<li>
Has the cleaning power of Dawn to cut through tough burnt-on grease and other kitchen messes</li>
<li>
Effective performance across stovetops, microwaves, refrigerators, countertops, sinks, and more</li>
</ul>
Mr. Clean Multi-Purpose Cleaner<ul class="bwlistdisc">
<li>
Cuts through 100% of grease and grime to give a clean that lasts for hours</li>
<li>
The new scents are available in Ocean, Hawaii Aloha and Watermelon</li>
<li>
A 2X concentrated multi surface cleaner great for kitchens, bathrooms, floors and other tough messes</li>
</ul>
Built to Tackle Tough Bathroom Messes – From Every Angle
Over the years, Mr. Clean scientists have continuously refined Magic Erasers to align with real-world cleaning habits and help consumers overcome their toughest cleaning challenges. The new Shower &amp; Tub Scrubber represents the brand’s most advanced bathroom innovation to date.
Its 360-degree pivoting head allows users to effortlessly cut through soap scum and grime – even in hard-to-reach areas – leaving buildup with nowhere to hide.
“We conducted extensive focus groups and surveys to better understand how consumers clean,” said Morgan Eberhard, Mr. Clean Principal Scientist, Procter &amp; Gamble. “Even after production, we continue testing and refining to ensure our innovations truly meet consumers’ needs. This process draws on more than 20 years of consumer research, including insights gathered as recently as last year, which directly informed the final product improvements.”
What are the new Mr. Clean innovations and upgrades?
Mr. Clean is introducing its new Shower &amp; Tub Scrubber and upgraded Magic Erasers designed to make bathroom cleaning more effective and efficient. New and upgraded products include:<ul class="bwlistdisc">
<li>
Magic Eraser Shower &amp; Tub Scrubber</li>
<li>
Shower &amp; Tub Foaming Magic Eraser</li>
<li>
Magic Eraser Whole Home (available in Extra Durable and Extra Durable XL)</li>
<li>
Kitchen Grease Foaming Magic Eraser</li>
</ul>
Why is the new Shower &amp; Tub Scrubber more effective in removing soap scum and grime?
The new Mr. Clean Shower &amp; Tub Scrubber elevates everyday bathroom cleaning by delivering faster, more effective results with minimal scrubbing. Key features include:<ul class="bwlistdisc">
<li>
The new Mr. Clean Shower &amp; Tub Scrubber is the all-in-one shower and bathtub cleaner for a deep clean in half the time compared to leading all-purpose bleach spray</li>
<li>
The Mr. Clean Shower &amp; Tub Scrubber combines the cleaning power of the Shower &amp; Tub Foaming Magic Eraser with a sturdy ergonomic handle to boost scrubbing leverage and effectively cut through soap scum and grime</li>
<li>
The Mr. Clean Shower &amp; Tub Scrubber includes a built‑in squeegee that helps delivering a streak‑free finish</li>
<li>
The upgraded Shower &amp; Tub Foaming Magic Eraser delivers a longer‑lasting clean when used with the Shower &amp; Tub Scrubber</li>
</ul>
What makes the upgraded Magic Eraser more durable?
While we have always led the way in durability, our upgraded Magic Erasers with reinforced design last 2X longer without falling apart in the first few swipes.
Mr. Clean Magic Eraser Whole Home (available in Extra Durable and Extra Durable XL)<ul class="bwlistdisc">
<li>
The Magic Eraser Whole Home Extra Durable has 5X more cleaning power than the leading all-purpose bleach spray, allowing you to tackle everyday tough messes around your home including luggage, sports equipment, desks, grills, and even shoes with ease</li>
<li>
The new Magic Eraser Whole Home Extra Durable has a denser, longer lasting foam designed for everyday cleaning</li>
<li>
It effectively cuts through 100+ messes using just water—no other cleaning products needed</li>
<li>
Also available in Extra Durable XL the longest lasting eraser, designed to tackle even tougher messes around your home and beyond</li>
</ul>
Mr. Clean Kitchen Grease Foaming Magic Eraser<ul class="bwlistdisc">
<li>
The Mr. Clean Kitchen Grease Foaming Magic Eraser combines the cleaning power of Dawn and the scrubbing power of the Magic Eraser, helps cut through grease and grime on the first swipe</li>
<li>
Simply wet the Kitchen Grease Foaming Magic Eraser, squeeze to activate its foamy cleaning power, and easily take on tough messes around your home</li>
<li>
The upgraded Kitchen Grease Foaming Magic Eraser has a denser, longer lasting foam designed for everyday kitchen cleaning on the stovetop, microwave, refrigerator, countertop, sink and more</li>
</ul>
Performance was validated through testing across a wide range of surfaces and mess types, including but not limited to:<ul class="bwlistdisc">
<li>
Bathroom</li>
<li>
Shower glass, showerhead</li>
<li>
Bathtub, Bathtub drains</li>
<li>
Shower doors</li>
<li>
Tile grout</li>
<li>
Stovetops, oven interior, cabinet top</li>
<li>
Pots and pans</li>
<li>
Microwaves and kitchen sinks</li>
<li>
Fridge interiors</li>
<li>
Patio furniture</li>
<li>
Car interiors</li>
<li>
Marks and scuff around the house (i.e. walls, doors, baseboards, cabinets)</li>
<li>
Shoes</li>
<li>
Toys</li>
</ul>
Find out the types of messes Mr. Clean Magic Erasers can clean at: <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.mrclean.com%2Fen-us%2Fmesses&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.mrclean.com%2Fen-us%2Fmesses&amp;index=3&amp;md5=6c04cf3570be43869761ac7de7d782bc" rel="nofollow" shape="rect">https://www.mrclean.com/en-us/messes</a>
Availability
The new Mr. Clean Shower &amp; Tub Scrubber and upgraded Magic Erasers are currently available at major retailers nationwide in stores and online.
The Mr. Clean Shower &amp; Tub Scrubber Starter Kit includes the Shower &amp; Tub Scrubber and two Mr. Clean Shower &amp; Tub Foaming Magic Erasers. Pricing and promotion are at the discretion of the retailer.
To learn more, please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.mrclean.com%2Fen-us&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=MrClean.com&amp;index=4&amp;md5=484463a7764b44a0ad8831d04fcc0f94" rel="nofollow" shape="rect">MrClean.com</a>. Follow @MrClean on <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40mrclean&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=TikTok&amp;index=5&amp;md5=a8e1f8814a1448aee1af391f5780951f" rel="nofollow" shape="rect">TikTok</a> and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Fmrclean%2F&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=Instagram&amp;index=6&amp;md5=7662b728023b330107853345963b0f34" rel="nofollow" shape="rect">Instagram</a> for tips and tricks on how to get the most out of your cleaning products, as well as updates on future innovations and offerings.
About Procter &amp; Gamble
P&amp;G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &amp; Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fus.pg.com%2F&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=7&amp;md5=0b9fb37803590ae5f45585d37624dd89" rel="nofollow" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com%2Fnews&amp;esheet=54437839&amp;newsitemid=20260304047413&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=8&amp;md5=2aa6a98cf37da7d928791a25b9059f07" rel="nofollow" shape="rect">https://www.pg.com/news</a>. Contacts 
Maytal Levi
 P&amp;G Surface Care, Communications Leader
 <a target="_blank" href="mailto:levi.m@pg.com" rel="nofollow" shape="rect">levi.m@pg.com</a>
Alan Danzis
 MSL New York
 <a target="_blank" href="mailto:alan.danzis@mslgroup.com" rel="nofollow" shape="rect">alan.danzis@mslgroup.com</a>

Mr. Clean Unretires and Launches New Innovation to Tackle Messes

Through its new campaign, Gain introduces new Gain Plus collection alongside refreshed core offerings that feature the Brand’s most innovative formulas yet in scent delivery, odor-fighting and cleansing power.CINCINNATI--(BUSINESS WIRE)--Gain, the go-to detergent known for spreading joy through long-lasting, irresistible scents is turning up the fragrance, freshness, and cleansing power with the introduction of Gain Plus—so consumers can truly Sniff the Difference. This new collection features a packaging design refresh, and breakthrough formulas with advanced cleaning and scent performance – a scent difference you not only smell but also feel. But the innovation doesn’t stop there – Gain’s core detergent products are also getting an enhanced odor removal power upgrade in every scent – all without sacrificing the freshness fans crave. <a href="https://mms.businesswire.com/media/20260302209792/en/2735052/5/SI07_Gain_HDL_OG_Plus_Sniff_the_Difference_enUS_131840929_1.jpg"><img src="https://mms.businesswire.com/media/20260302209792/en/2735052/22/SI07_Gain_HDL_OG_Plus_Sniff_the_Difference_enUS_131840929_1.jpg" /></a> <a href="https://mms.businesswire.com/media/20260302209792/en/2735052/5/SI07_Gain_HDL_OG_Plus_Sniff_the_Difference_enUS_131840929_1.jpg"><img src="https://mms.businesswire.com/media/20260302209792/en/2735052/21/SI07_Gain_HDL_OG_Plus_Sniff_the_Difference_enUS_131840929_1.jpg" /></a> <a href="https://mms.businesswire.com/media/20260302209792/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20260302209792/en/1061227/22/PGlogo.jpg" /></a> <a href="https://mms.businesswire.com/media/20260302209792/en/1061227/5/PGlogo.jpg"><img src="https://mms.businesswire.com/media/20260302209792/en/1061227/21/PGlogo.jpg" /></a>
“At Gain, we’re always looking for new ways to give our Gainiacs more of what they love most,” said Benjamin Sattler, Senior Brand Director of Gain. “After years of research, testing and listening to our scent-loving fans, one thing was clear: they want more—more scent power, more cleaning performance and more feel-good joy in every wash. That’s why we’re excited to launch Gain Plus and reintroduce our core detergent lineup with upgraded formulas that deliver the rich scent experience and trusted value consumers expect from Gain, from wash to wear. Because scents aren’t just smelt, they’re felt—and with a new look and feel, our community can be confident this is the best version of Gain yet.”
Building on the vibrant scents consumers know, love and crave, Gain gets a glow-up by turning up the intensity with breakthrough technology that delivers bold scent and powerful performance – all without compromise.
The evolution of Gain’s product portfolio now includes the following key features:
NEW Gain Plus Collection:<ul class="bwlistdisc">
<li>
Includes Oxi enhanced cleaning technology that boosts whiteness and improves stain removal for next level cleaning</li>
<li>
Provides long-lasting scent</li>
<li>
Fights the funk and odors instead of just masking them, with odor defense technology including upgraded enzymes that help remove soils that cause odors</li>
<li>
Features breakthrough Color Guard technology in Gain Plus Flings to help keep fabrics bright and vibrant</li>
</ul>
NEW Gain Plus Liquid<ul class="bwlistdisc">
<li>
Enhanced enzyme technology to fight the funk and better clean dirt and soils that cause odor</li>
<li>
Oxi enhanced cleaning technology to boost whiteness and improve stain removal for a next level clean</li>
<li>
Boosted perfume microcapsules and concentrated neat oil fragrance technology to give you more of the iconic Gain scent you love, for all day freshness</li>
</ul>
NEW Gain Plus Flings<ul class="bwlistdisc">
<li>
4x Oxi enhanced cleaning technology and 2X odor-defense technology vs core Gain Liquid provides clean and fresh laundry
<ul class="bwlistcircle">
<li>
Upgraded enzyme technology gives this formula improved soil release and removal from fabrics to help fight odors, so laundry smells amazing all day</li>
</ul></li>
<li>
2X Color Guard technology vs core Gain Flings helps dirt to escape and be rinsed away, leaving behind bright whites and vibrant colors to help keep your clothes looking newer for longer</li>
</ul>
Gain Plus Scent Offerings Available Across Categories<ul class="bwlistdisc">
<li>
Gain Plus Liquid Detergent
<ul class="bwlistcircle">
<li>
Available in Original, Moonlight Breeze and Waterfall Delight scents</li>
</ul></li>
<li>
Gain Plus Detergent Flings
<ul class="bwlistcircle">
<li>
Available in Original, Moonlight Breeze and Happy Hibiscus scents</li>
</ul></li>
</ul>
NEW Refreshed Gain Core Detergents:<ul class="bwlistdisc">
<li>
Feature 2X soil release enzymes compared to previous formulas, for improved odor defense and removal in every scent, across Liquid, Fling and Powder detergents</li>
</ul>
NEW Refreshed Logo and Packaging Design That Goes Bolder (Across all Products)<ul class="bwlistdisc">
<li>
Revamped logo and eye-catching packaging design that stands out on shelves</li>
<li>
Includes clear key benefits on pack so you know what you’re getting</li>
</ul>
Availability
The new Gain Plus Liquid and Flings products will be rolling out nationwide at participating retailers in stores and online starting this March and beyond. The full Gain Plus collection will continue expanding availability by product and scent through June 2026.
For more Gain® laundry fun visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Filovegain.com%2Fen-us&amp;esheet=54436580&amp;newsitemid=20260302209792&amp;lan=en-US&amp;anchor=IloveGain.com&amp;index=1&amp;md5=49cca781de2ee2d76c6a03a802e80c86" rel="nofollow" shape="rect">IloveGain.com</a>, Gain’s® <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.youtube.com%2Fuser%2Fgain%2FCustom%2FCustom&amp;esheet=54436580&amp;newsitemid=20260302209792&amp;lan=en-US&amp;anchor=YouTube&amp;index=2&amp;md5=546c97c333bc4df55a9dfe3d66142ab8" rel="nofollow" shape="rect">YouTube</a> or follow @ILoveGain on <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Filovegain%2F&amp;esheet=54436580&amp;newsitemid=20260302209792&amp;lan=en-US&amp;anchor=Instagram&amp;index=3&amp;md5=2b23f04b7a3d8d52b827b8e1fcfcef28" rel="nofollow" shape="rect">Instagram</a> and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40ilovegain&amp;esheet=54436580&amp;newsitemid=20260302209792&amp;lan=en-US&amp;anchor=TikTok&amp;index=4&amp;md5=6740f74771d55fbe1ce96196b0c89cd6" rel="nofollow" shape="rect">TikTok</a>.
What is Gain Plus?
Gain Plus is a new, premium line of Gain laundry products featuring the brand’s most innovative and advanced formulas yet, in both scent and cleaning performance.
Why did Gain develop Gain Plus?
Gain created Gain Plus to address scent-loving consumers’ desire for more of what they love and seek in a laundry experience, without sacrificing any key benefit. Gain Plus formulas have been developed with breakthrough technologies in scent and cleaning power that deliver powerful performance in both categories to provide all-day freshness that fans crave.
How is Gain Plus different from core Gain products?
Gain Plus formulas give you even more of what you love from core Gain, featuring more advanced formula technologies that deliver Gain’s best cleaning and scent performance yet. While core Gain products are also receiving upgraded product formulas to improve odor defense and removal in every scent, Gain Plus offers a premium experience featuring even more odor defense, cleaning and scent power for long-lasting freshness.
What are the new scent and cleaning technologies that Gain Plus uses to deliver advanced performance in both benefits?
Gain Plus formulas offer new enhanced enzyme and oxygenated (Oxi) cleaning technology that work harder to clean dirt and soils that cause odor, boost whiteness, and improve stain removal for a next level clean. Each formula also contains new boosted perfume microcapsule and neat oil fragrance technology that provides more of the Gain scent you love that lasts even longer from wash to wear.
What product format is Gain Plus available in?
Gain Plus is available in liquid detergent and Fling (single-use laundry pac) formats.
Where can I buy Gain Plus?
You can purchase Gain Plus at participating retailers nationwide such as Amazon, Target, Walmart and more, both online and in-stores beginning in March and will continue rolling out through June 2026.
About Gain®
Gain® is “America’s #1 scent*” known for delivering long-lasting freshness and irresistible scents. Since 1977, Gain’s® purpose has been to bring people joy through scent - so much so that they’ve built a devoted fan base who proudly call themselves ‘Gainiacs.’ Gain® offers a wide range of laundry products such as liquid and powder detergents, detergent pacs, liquid fabric softeners, dryer sheets, fabric rinses, and scent boosters. Loved for its fresh scents, Gain® remains a top choice for fabric care in homes across North America.
*Gain® Original scent based on sales – Nielsen Fabric Care Subsector, all products – Total US xAOC – Volume - latest 52 w/e 4/19/25.
About Procter &amp; Gamble
P&amp;G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &amp; Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fpg.com&amp;esheet=54436580&amp;newsitemid=20260302209792&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=5&amp;md5=053de20003019ad3a96a060fed88a472" rel="nofollow" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fnews.pg.com%2F&amp;esheet=54436580&amp;newsitemid=20260302209792&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=6&amp;md5=6996a4247dcaf9dd5e32ae21355a90aa" rel="nofollow" shape="rect">https://www.pg.com/news</a>. Contacts 
Aliza Solc
 MSL New York
 <a target="_blank" href="mailto:Aliza.Solc@MSLGroup.com" rel="nofollow" shape="rect">Aliza.Solc@MSLGroup.com</a>

Gain® Invites You to Sniff the Difference with New Gain Plus Collection and Upgraded Core Favorites

Introducing Bruce, the Newest Mascot Joining the P&amp;G FamilyCINCINNATI--(BUSINESS WIRE)--After famously solving one of pop culture’s greatest mysteries by unveiling “Spruce Let The Dogs Out,” Spruce Weed &amp; Grass Killer is ready to unleash its next big move. Today, the P&amp;G Ventures brand is expanding its pack with the introduction of a new mascot: Bruce the Spruce Dog! <a href="https://mms.businesswire.com/media/20260302493134/en/2733925/5/image0.jpg"><img src="https://mms.businesswire.com/media/20260302493134/en/2733925/22/image0.jpg" /></a> <a href="https://mms.businesswire.com/media/20260302493134/en/2733925/5/image0.jpg"><img src="https://mms.businesswire.com/media/20260302493134/en/2733925/21/image0.jpg" /></a> <a href="https://mms.businesswire.com/media/20260302493134/en/2733922/5/4.jpg"><img src="https://mms.businesswire.com/media/20260302493134/en/2733922/22/4.jpg" /></a> <a href="https://mms.businesswire.com/media/20260302493134/en/2733922/5/4.jpg"><img src="https://mms.businesswire.com/media/20260302493134/en/2733922/21/4.jpg" /></a>
Bruce the Spruce dog is here to change the weed control game by proving it is the ultimate pet friendly and weed deadly option. As the first and only mascot for a weed killer brand, Bruce is on a mission to highlight how homeowners can take care of their weeds worry-free without keeping their four-legged family members stuck inside.
“Bruce isn’t just a fun face for the brand: He represents the heart of why Spruce exists in the first place,” says Jessi Ettelson, Senior Brand Director of Spruce Weed &amp; Grass Killer. “Yard work shouldn’t mean using products that require you to lock your family and pets indoors. Bruce serves as the ultimate motivator for spring prep, giving people the peace of mind to tackle their weeds without worrying about the trade-offs currently in the category.”
Bruce the Spruce Dog makes his debut this March with a slam-dunk campaign proving that Spruce is safe for use around people, pets AND mascots when used as directed. Four new creative assets from Spruce will showcase Bruce joining four beloved college basketball dog mascots including Fresno State’s “TimeOut”, Gonzaga’s “Spike the Bulldog”, University of Tennessee’s “Smokey” and UCONN’s “Jonathan the Husky” to reinforce Spruce is letting the dogs out! He will also draft an elite roster of influencers to join the Spruce All Star Team, each ready to show off their best “plays” for a winning yard!
Bringing even more star power to the roster is a fun cameo from sports announcer Kirk Herbstreit and his beloved Golden Retriever, Peter. Fresh off their viral Super Bowl LX partnership with Spruce, the duo appears in the creative spots, bringing their commentary expertise from the game of football to the match-up between homeowners and weeds.
The introduction of Bruce is just another way Spruce is changing the game in the weed killer category. Thanks to its innovative formula with simple ingredients, Spruce offers a worry-free and hardworking solution to tackling weeds. With Spruce’s wide range of products, weed control is no longer a time-consuming struggle, but a surprisingly satisfying and fun task that delivers visible results in one hour with dead weeds in one day.
Bruce’s adventure is just getting started. Be sure to follow along and join the conversation on Spruce’s <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40justspruceit&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=TikTok&amp;index=1&amp;md5=49b7b446cc18e3fea6dcffbe22eab1c4" rel="nofollow" shape="rect">TikTok</a> and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Fjustspruceit%2F%3Fhl%3Den&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=Instagram&amp;index=2&amp;md5=0e472ad6342addbf5a7815ad23646472" rel="nofollow" shape="rect">Instagram</a> channels to see where Bruce pops up next!
About Spruce™
Spruce is a fast-acting weed &amp; grass killer that delivers visible results in one hour - and best of all - is safe for use around people, pets and bees when used as directed. Formulated and developed by scientists at Procter &amp; Gamble, Spruce is made differently to work differently with ten simple yet effective ingredients. It is the #1 credentialed weed killer, including winning the Product Of The Year Award, Parent Tested, Parent Approved Award, and the Good Housekeeping Award. Spruce products are available at major retailers across the U.S. For more information on Spruce, visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__http%3A%2Fspruceit.com__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWZru_231%24&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=SpruceIt.com&amp;index=3&amp;md5=341dee1eda03cb6952386dbf91c2c0fa" rel="nofollow" shape="rect">SpruceIt.com</a> or connect on <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.instagram.com%2Fjustspruceit%2F__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWWLzZdT5%24&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=Instagram&amp;index=4&amp;md5=e0abd8e48e4cef0b13a3c985abc79ca0" rel="nofollow" shape="rect">Instagram</a>, <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.tiktok.com%2F%40justspruceit__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWQ_YxNRd%24&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=TikTok&amp;index=5&amp;md5=0675fc929d5245fa1736c5cfccf676b5" rel="nofollow" shape="rect">TikTok</a>, and <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Furldefense.com%2Fv3%2F__https%3A%2Fwww.facebook.com%2Fjustspruceit__%3B%21%21NgSi4SaN6ydtRVQ-%211OAQ4p9bMFR6P_zzCQgAzcQpRnEP6zgqaVqx8etP9yCMdyljieGSX3s38p5ngMwAcO702RDa3FuxV_W36whSWW_3BbdL%24&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=Facebook&amp;index=6&amp;md5=cb60fa8b8886679d12950b488fe031e4" rel="nofollow" shape="rect">Facebook</a>.
About Procter &amp; Gamble Ventures (PGV)
Procter &amp; Gamble Ventures (PGV) is the innovation engine of Procter &amp; Gamble, creating and scaling disruptive new brands that solve unmet consumer needs with bold, consumer-first thinking. Built on a startup mindset and grounded in P&amp;G’s science, marketing and global reach, PGV pursues “constructive disruption” to create new categories and meaningful solutions that help people live life better.
About Procter &amp; Gamble
P&amp;G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &amp; Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&amp;G community includes operations in approximately 70 countries worldwide. Please visit <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com&amp;index=7&amp;md5=ab5dc700fe547eb79f5352f653093440" rel="nofollow" shape="rect">https://www.pg.com</a> for the latest news and information about P&amp;G and its brands. For other P&amp;G news, visit us at <a target="_blank" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.pg.com%2Fnews&amp;esheet=54435733&amp;newsitemid=20260302493134&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.pg.com%2Fnews&amp;index=8&amp;md5=acb5b661721ffd858f490b4c8a0f0dc2" rel="nofollow" shape="rect">https://www.pg.com/news</a>. Contacts 
Kelsey Wheeler
 Citizen Relations
 <a target="_blank" href="mailto:Kelsey.wheeler@citizenrelations.com" rel="nofollow" shape="rect">Kelsey.wheeler@citizenrelations.com</a>

Spruce Weed & Grass Killer Lets One More Dog Out of the House

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