Lenor – Disappear: The sustainability initiative

Lenor wanted to drive penetration of the concentrate format up by 15%, and steal share from Comfort, the category leader.
  

Lenor – Disappear: the sustainability initiative

Campaign: Disappear: The sustainability initiativeClient: Procter & GambleBrand: LenorCategory: FMCG

SUMMARY

Dilute or concentrate? Not a question that many people would have spent time considering a couple of years ago. Happy with the results from their dilute fabric conditioner, they didn't see any reason to reconsider their habits.

Lenor wanted to drive the total penetration of the concentrate format up by 15% whilst stealing market share from Comfort, the category leader. Concentrate had two main bonuses – environmental sustainability and profit. This is a story...

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