Lenor – Poetry

Brand Name: Lenor – Poetry
Advertiser: Procter & Gamble
Agency: Grey Worldwide Dusseldorf
Prize: Gold
Category: FMCG Household

SUMMARY

Despite different market conditions in Germany and Belgium, Lenor faced the same impediment to growth in both markets: the brand lacked emotional relevance for the target audience. The Poetry campaign was developed as a means to reconnect with the consumer, with a view to breaking out of a commodity market in Germany, and to giving the brand a clear positioning in Belgium, where historically advertising had been adapted from campaigns in larger markets. Contrary to the category's norm, the Poetry campaign did not focus on rational fabric benefits, but communicated the relationship between the brand and the woman. The campaign's ability to turn a fabric softener from a need to a want delivered outstanding results.