Lenor: Disappear

Credits & Description:

Agency: Grey London


Advertiser: Procter & Gamble


Brand: Lenor

Business Sector: Cleaning Products, Soaps, Detergents

Lenor wanted to drive the total penetration of the concentrate format up by 15% whilst stealing market share from Comfort, the category leader. Concentrate had two main bonuses – environmental sustainability and profit.


A reduction in packaging and the associated transport costs also made concentrate a more profitable format.




Aimed at long term Comfort dilute fabric conditioner users. They used dilute because they find it easier: using it as an extra bit of indulgence for their clothes. Within this, our target market were those who would try to ‘do their bit’ for the environment.




The campaign was lead by a thirty second TV spot to drive this instant awareness. This was supported by out of home sites such as bus shelters. Further work in Sunday supplements, a microsite and internet banners were used to add credibility to the claims.




Lenor found a dramatisation of the facts that had both stand out and huge relevance: If all UK and Ireland dilute users switched to concentrate it would mean 14,000 fewer lorries on our roads every year.


And of course the fact that they’re doing their bit for the environment makes them feel good – which fits beautifully with Lenor’s equity ‘moments of pleasure’.




Over the period of the campaign, Lenor captured a large number of Comfort users, turning around the trend of the previous 12 months, having lost customers for 11 out of the previous 12 months.