Lenor – Sensuality of Nature

Brand Name: Lenor - Sensuality of Nature
Advertiser: Procter & Gamble
Agency: Grey Worldwide Düsseldorf
Prize: Bronze
Category: Corporate


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 first time added an irresistible dimension to the brand and gave impetus to our long-term strategy of turning Lenor from a need into a want. The result: market share growth of over 20% in each market.