Grey Group United Kingdom, London
"Knickers" for Lenor
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Description / Synopsis
SUMMARY
Lenor turned the fabric conditioner market around with the launch of ‘Sleep Sensations’ and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems. This successful approach benefited both the new variant and the brand as a whole, allowing Lenor to challenge competitor Comfort. The effective campaign helped Lenor reach market leader status and begin repositioning a once rational brand in a far more emotional way.
| Title: | "Knickers" |
| Advertiser | Procter & Gamble |
| Brand Name | Lenor |
| Product Category | Cleaning Products, Soaps, Detergents |
| Campaign Name | The Pleasure is All Yours |
| Country of Production | United Kingdom |
| Type | Television |
| Length | 30 seconds |
| Awards | EURO EFFIES, 2006 (Bronze) for FMCG Household |
| Creative Director: | David Alberts |
| Art Director: | Lee Brooks |
| Copywriter: | Nick Rowlands |
| Director: | Simon Levene |
| Advertiser's Supervisor: | Rob Samet |
| Senior Account Manager: | Marcelle Ross |
