Agency: Grey Advertising | Author: 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...