Lenor - Poetry

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.
  

Lenor – Poetry

Brand Name: Lenor – PoetryAdvertiser: Procter & GambleAgency: Grey Worldwide DusseldorfPrize: GoldCategory: 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...

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