Lenor - Changing the hierarchy of factors that influence brand choice

By mid-1980s the fabric softener market had reached saturation; Lenor had stuck at a 25% share. The only way to grow was to offer consumers alternative freshnesses.
Agency: Grey AdvertisingAuthor: David Kosmin

Lenor - Changing the hierarchy of factors that influence brand choice

Two of our most fundamental drives are the need for security- the familiar, comfortable and reassuring - and the need for change - the new, the different and exciting.

(Introduction to 1994 Advertising Effectiveness Awards 1994.)

SETTING THE SCENE

The softening of laundry is the primary generic property of all fabric conditioners. In being first on to the market, Lever's Comfort was presented with the opportunity to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands