Giving freshness a refresh

Lenor is a household favourite. But as lifestyles change, more people are drying laundry inside - especially in the extra-competitive UK market.

We led the creative strategy and copywriting for Lenor's biggest new product launch in years: we named it (Lenor Outdoorable), we established the tone of voice, and we wrote the variant names and on-pack copy.

Creating a strategy for appealing to younger Brits and revitalising the essence of Lenor's long-established brand, we designed a dynamic, coherent, and relevant new product which became market leader across Europe.

A successful launch, 6+ flavour variants (and counting), and winner of Kantar Worldpanel's 'Product Launch of the Year,' 2021