This case study showcases how Lenor, a fabric enhancer, replaced the existing dual communication model in Western and Central-Eastern European markets with a pan-regional one, appealing across cultures.

Lenor: More than laundry

Campaign details

Brand: Lenor Agency: GREY Germany GmbH Client: P&G International Operations SA Country: Germany

Campaign Background & Summary

For many years Lenor has been advertised differently in Western Europe (WE) versus Central-Eastern Europe (CEE). Research was constantly proving that consumers in these two sub-regions demanded not only different benefits from fabric enhancers, but also different tone-of-voice and visual aesthetics. This resulted in running two separate, very localised campaigns. The situation with "duality" of Lenor's image lasted for quite a while, with good results in respective sub-regions.