4m ad push to relaunch Lenor

Procter & Gamble is to relaunch its Lenor fabric conditioner range as Lenor Care in an effort to overtake sales of market leader Comfort, produced by rival Lever Brothers.

P&G will introduce a new variant to the range, called Lenor Colour Care, which the company claims is less likely to fade clothes. The Lenor relaunch will be backed with a 4m advertising campaign through Grey Advertising.

Last year, it is estimated that sales of Lenor grew nine per cent to 58m, compared with Comfort, which grew 14 per cent to 64m. One source says: “P&G does not like its products to be in second place in any sector.” Another source says Lever is likely to hit back with new activity for Comfort.

The move comes as Lever launches its single-dose detergent tablets for Persil, which go into stores this week. P&G is testing its own tablet version, called Ariel Discs.

It is understood that the companies are looking at introducing single doses into the fabric conditioner market as well. This would not be done through tablets, but with balls, similar to those used for bubble bath.