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Lever Brothers is running ads on TV and in the women’s press next week to launch the Country Garden version of the fabric conditioner brand Comfort. Country Garden will replace its green bottle equivalent, Island Fresh – dropped because of poor sales. The ad campaign for Country Garden will focus on the emotional values attached to the brand name and scent. The women’s press ads use peel-and-sniff cards, containing the new scent. Comfort regained its position as market leader from Procter & Gamble’s Lenor in April. According to Nielsen figures, Comfort’s market share by value has increased from 35.3 per cent on January 21 to 37.4 per cent on June 10. Lenor’s share decreased from 38 per cent to 36 per cent in the same period.

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