The Snuggle brand was seen as stodgy and old-fashioned, and its market share reflected that it was no longer resonating with younger, hipper moms. Snuggle needed to ‘shed the bear’ to engage with a new audience.
The fun, fresh tone and events represented a big departure for the brand and an opportunity for moms to have some fun with a pretty mundane household chore. The campaign garnered a large amount of interest and local press in its various markets, culminating with a trip to the Grammy Awards for the winners and an uptick in sales for Snuggle.