Henkel’s Snuggle Brand Unveils New Campaign

Henkel’s Snuggle brand is rolling out a campaign to mark the debut of new messaging that emphasizes how Snuggle products enhance comfort, including the role of scent cues in evoking the familiar feeling of home.

But don’t despair, the iconic Snuggle Bear will make appearance in the new spots that will run on national television and digital and social media including YouTube, Instagram, TikTok and Facebook.

The campaign will emphasize how Snuggle products enhance comfort with its collection of liquid fabric softeners, dryer sheets and scent booster crystals.

“”We are excited to launch this new Snuggle campaign, centered around the powerful connection between scent, softness, and the feeling of home. This initiative celebrates the cherished familiarity of Snuggle product’s beloved scents while highlighting the comforting touchpoints of softness that evoke a sense of home. Whether near or far, Snuggle products remind consumers that the feeling of home is always within reach, making every moment more comfortable,” said Allison Feldman, VP marketing – fabric softener and personal care brands at Henkel.

Earlier this year, the brand unveiled a new Blue Sparkle collection.