P&G Corporate Newsroom

GRAMMY® Award Winner La Santa Cecilia and Gain flings! Join Forces to Bring Joy to Local Los Angeles Community

Thursday, May 1, 2014 12:00 pm EDT

Dateline:

CINCINNATI

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PG
"People will be so surprised when they see the changes; I know it will bring a smile to their day."

CINCINNATI--(BUSINESS WIRE)--Gain flings! and GRAMMY® Award winning band La Santa Cecilia continue to delight consumers with unexpected moments of joy through their “Music To Your Nose” collaboration—this time by making over a local, family-owned Laundromat in Los Angeles.

The Los Lavaderos Laundromat, located at 954 North Virgil Avenue, has been a staple in the community since owner Enrique del Rivero and his family opened it more than twenty years ago. The Laundromat makeover done by Gain flings! included a thorough cleaning and a fresh and exciting paint scheme; new, comfortable furniture; charging stations for patrons’ electronics; listening stations for patrons to plug in and listen to their own music; and a repainting of the Laundromat’s logo by a local mural artist, Alexandra Banger.

“I have seen this community grow over the years, and I am very happy that Gain is helping me bring joy to my patrons through this much needed makeover of my Laundromat,” said del Rivero. “People will be so surprised when they see the changes; I know it will bring a smile to their day.”

“We understand that for many people, laundry can be a tedious chore – especially for those who have to do it outside of the comfort of their homes,” said Diana Bañuelos, P&G Brand Manager for Gain. “With the help of La Santa Cecilia, we are excited to refresh and transform Enrique’s Laundromat into a space where the community can have a joyful laundry experience.”

To mark the unveiling of the freshly renovated Laundromat, GRAMMY® Award winning band La Santa Cecilia will host a special performance for the community at Los Lavaderos on Friday, May 2 starting at 4 p.m.

“We are very excited to continue on our ‘Music To Your Nose’ journey with Gain flings!, and this project in particular is close to our hearts, as we call Los Angeles our home,” said La Santa Cecilia lead vocalist, La Marisoul. “The local community has supported our musical journey all along, and we are very happy to be able to give something back.”

This celebration in Los Angeles is a continuation of the band’s partnership with Gain to bring fans a joyful experience through the “Music To Your Nose” campaign for Gain flings!, the newly launched single-use laundry pacs that are proven to be music to your nose. The collaboration kicked off in Miami when the band performed at the “Music To Your Nose: Best Smelling Concert” at Hispanicize 2014, sponsored by Gain flings!

La Santa Cecilia is also creating exclusive content by turning consumer reviews and comments into song, which are being shared on brand’s Gain Latino page on Twitter. Fans can follow the band’s journey and join the conversation on Twitter through @GainLatino, @Gain and @LaSantaCecilia, using the hashtag #musicaparatunariz and #musictoyournose as well as on Instagram through @Gainlaundry.

Gain launched new Gain flings!, the best Gain ever, 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 can also make listening to your favorite music more enjoyable.

Visit www.ilovegain.com/flings or www.yoamogain.com/flings for more information.

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 yoamoagain.com, http://www.youtube.com/Gain or follow Gain Laundry on Facebook and Twitter.

About Procter & Gamble
P&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 La Santa Cecilia
La Santa Cecilia consists of accordionist and requintero Jose "Pepe" Carlos, bassist Alex Bendana, percussionist Miguel Ramirez, and lead vocalist La Marisoul, whose captivating voice sings about love, loss and heartbreak. Their influences range from Miles Davis to The Beatles, Led Zeppelin to Janis Joplin and Mercedes Sosa to Ramon Ayala. Their common love of music and openness to all genres led them to the concept of La Santa Cecilia in 2007 – named after the patron saint of musicians. In 2013, the band released their major label debut Treinta Dias (30 Days), which featured a captivating collaboration with fan Elvis Costello on "Losing Game." Now, just after their GRAMMY® win for Best Latin Rock, Urban or Alternative Album, the band presents their new album Someday New. The album features seven new tracks, which include a heartfelt Spanglish rendition of The Beatles iconic "Strawberry Fields Forever", plus their new unforgettable Mexican classic "Como Dios Manda"; as well as a fresh new radio-edit of their single "Monedita" and the full version of their moving, and militant "ICE – El Hielo."

About Universal Music Group
Universal Music Group is the world's leading music company with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, the industry's leading global music publishing operation. Universal Music Group's record labels include A&M/Octone, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, Fonovisa, Geffen Records, Interscope Records, Island Records, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Universal Music Latino, Universal Republic and Verve Music Group as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalogue of music in the industry, which includes the last 100 years of the world's most popular artists and their recordings. UMG's catalogue is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes Global Digital Business, its new media and technologies division and Bravado, its merchandising company. Universal Music Group is a unit of Vivendi, a global media and communications company.

Contact:

DeVries Global
Mitch Polikoff, 212-546-8656
mpolikoff@devriesglobal.com
or
Procter & Gamble Communications, NA Fabric Care
My Anh Nghiem, 859-444-0109
nghiem.m@pg.com