Comfort and Lenor ranges to be boosted

The battle between Lever Fabergé’s Comfort and Procter & Gamble’s Lenor in the fabric conditioner market is to step up a gear with the launch of a raft of brand extensions this summer.

The battle between Lever Fabergé’s Comfort and Procter & Gamble’s Lenor in the fabric conditioner market is to step up a gear with the launch of a raft of brand extensions this summer.

P&G is bringing out Lenor Sensitive, which is expected to appear on the shelves on June 9. Lever Fabergé is understood to be planning to launch Comfort Fast Dry at around the same time. Comfort Fast Dry claims to hasten the drying process, while Lenor Sensitive will be sold as a conditioner for delicate clothes.

Industry sources say that both brand extensions will be supported by &£5m TV and print campaigns.

P&G is also launching Lenor Easy Iron, as it tries to erode Comfort’s dominance of the fabric conditioner market. The extension will also be backed by a multi-million pound advertising campaign.

Ogilvy & Mather handles creative advertising for Comfort, while media buying and planning are through Initiative Media. Lenor’s advertising is created by Grey Worldwide London, with media planning and buying through Zenith Optimedia, which won the account following P&G’s decision to strip Mediacom of its media planning business (MW April 10).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here