Context
Lenor Crease Releaser makes looking polished effortless, but in a busy household category, we needed to take its functional benefit somewhere unexpected. With summer travel peaking, we spotted an opportunity to move the product from laundry room to suitcase – positioning it as an essential holiday companion.
Strategic Insight
The way we holiday says a lot about who we are. By tapping into different travel personalities, we could join a timely, universally relatable summer conversation. This gave Lenor Crease Releaser relevance beyond laundry and created an engaging reason for consumers and media to interact with the brand.
Creative Concept
Meet the Travel Tribes. We created a playful campaign exploring the personalities Brits become on holiday, supported by an interactive quiz helping readers discover their tribe. Lenor Crease Releaser played a natural role: tackling suitcase creases and helping holidaymakers arrive looking fresh, whatever their travel style.
Full Colour
Result One:
IMPACTFUL EDITORIAL
25 pieces of editorial coverage, including 8 nationals
Result Two:
REACHING THE RIGHT AUDIENCE
Cut through in Daily Express, Daily Star, Daily Mirror, iNews, The Sun
Result Three:
LEADING CULTURAL CONVERSATIONS
Moved Lenor Crease Releaser out of the laundry aisles and into the general news cycle