Lenor - "World of Ice"

Grey Germany GmbH

Grey Germany GmbH Düsseldorf, Alemanha

4447

Titulo	World of Ice
Agência	Grey Germany GmbH
Campanha	Sensuality of Nature - Procter & Gamble
Anunciante	Procter & Gamble
Marca	Lenor
Posted	Julho 2006
Produto	Snowflower
Sector Empresarial	Produtos de limpeza, sabões, detergentes
Legenda	I feel good in Lenor
História	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.
Tipo de Mídia	Televisão
Comprimento	20 seconds
Director criativo	Renate Günther-Greene
Director de arte	Manuela Arend
Account Manager	Richard Dolphin
Supervisor de publicidade	Danielle Bibas
Realizador	Lars Blumers