SNUGGLE FABRIC SOFTENER
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.
what we did
- Created a unique national promotion called for user-generated video entries and concert performances allowing women to “release their inner bear” and sing their praises for Snuggle.
- Provided all editorial content and creative support for Snuggle Singing Scentsation/VH1 Save the Music national event tour, including:
- Launch script
- Executive remarks
- Mat release and radio news releases
- Pre- and post-event press releases and media follow-u
- Pitch letters
why it mattered
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.