Lenor - Sensuality of Nature

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands.

Lenor – Sensuality of Nature

Brand Name: Lenor - Sensuality of NatureAdvertiser: Procter & GambleAgency: Grey Worldwide DüsseldorfPrize: BronzeCategory: Corporate

SUMMARY

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and strengthen loyalty. The focus was the relationship that women have with Lenor, and the role nature plays within that relationship, which is much more than the category generic “typological” portrayal of freshness and softness benefits. Bringing sensuality to the category for the...

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