| Title | City |
| Agency | Grey Germany GmbH |
| Campaign | Sensuality of Nature - Procter & Gamble |
| Advertiser | Procter & Gamble |
| Brand | Lenor |
| Posted | July 2006 |
| Product | Moonflower |
| Business Sector | Cleaning Products, Soaps, Detergents |
| Story | SUMMARY 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 the woman has 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. |
| Media Type | Television |
| Length | |
| Creative Director | Renate Günther-Greene |
| Art Director | Manuela Arend |
| Account Manager | Richard Dolphin |
| Advertiser's Supervisor | Danielle Bibas |
| Director | Jan Gleie |
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