Lenor, the leading fabric softener brand from P&G, is famous for its scent that lasts longer and longer and longer… But there was in issue. The young generation of consumers who never tried the product was not engaged nor willing to. How could we make them experience this long-lasting effect, without actually smelling it? We created the “Longer lasting jingle” and instead or smelling it, we let them HEAR the long-lasting effect of Lenor.

We used the long-established Lenor jingle and, in collaboration with the leading Romanian music innovator Marius Moga, we developed a custom-made algorithm to analyse the patterns in the catchiest earworm songs.  Based on those patterns we let 8 music composers write dozens of different compositions. Finally, with the help of the algorithm

In the 2 weeks after its release, the song climbed to the topcharts of top 9 radio stations and got more than 1 million views. Hundreds of thousands of people used the tune in their Tik-Toks and Instagram reels, turning it into a trending tune in Romanian social media. The song also became one of the hits in “Untold” – the biggest music festival in Europe with over 115.000 visitors. By letting the young audience experience the long-lasting effect of Lenor without actually smelling it, we brought Lenor closer to next generation of consumers. As a result the brand consideration among the young consumers increased by an incredible 23%.