Snuggle Embraces Brand Partnership with Katelyn Brown

Snuggle is enlisting Katelyn Brown as the laundry care brand’s first ambassador.

The Nashville, TN-based musician, wife and mother will share her love of Snuggle products for her family.

The partnership marks a pivotal time for the Henkel-owned brand, as Snuggle launched a new campaign this past summer marking the debut of its updated brand messaging. With a new national television commercial and digital and social media content running across YouTube, Instagram, TikTok and Facebook, the brand says this push aimed to engage Snuggle consumers in a dynamic and impactful manner showcases its commitment to bringing the comfort of home to families everywhere.

The Snuggle Squad

With new product innovations targeted for September 2024 into 2025, Snuggle has formed its very own “Snuggle Squad,” which consists of three home and lifestyle content creators. Through branded collaborations on social media and relevant media outreach, Snuggle will leverage the newly established squad to educate consumers on Snuggle products, the benefits of using fabric softener and laundry best practices.

Joining the Snuggle Squad will be the following members:

Caroline Solomon, home organizing and lifestyle expert – Holding a BA in psychology from Harvard and having worked in the beauty editorial world for many years, Solomon used her expertise to transform many cluttered homes into curated spaces. Coupled with her editorial background, she creates short-form videos on home organization, cleaning and tidying. Her goal is to support brands to highlight their products and mission through unique video content.

Mika Kleinschmidt, television personality – the Tampa realtor teams with her husband, developer Brian Kleinschmidt, in their HGTV series, “100 Day Dream Home” to build and design the perfect house for their clients in 100 days or less. The couple were the season 2 winners of HGTV’s hit competition show “Rock the Block.”

Laura Claps, Content Creator – the mother of two’s content revolves around marriage life and parent humor. She has various series including “Dupes!”, “Supermarket Shake-up”, “Moms vs. Dads”, “Does It Work?”, “Kid Convos” and more. She has been featured on NBC’s “California Live”, “Bustle,” “MSN.com”, “Ellentube,” “WISH-TV,” “Yahoo.com,” “The Sun” as well as TikTok’s own Instagram page.

“In times of stress and uncertainty, sometimes all it takes is a little bit of fresh Snuggly Softness to evoke the reminder of home,” said Allison Feldman, vice president, marketing – fabric softener and personal care brands at Henkel. “Snuggle plays an active role in helping consumers add thoughtful touches of comfort everywhere, everyday, which is why we’re so excited to continue the buzz of our new campaign and announce our alignment with brand partners like Katelyn, Mika, Caroline and Laura. As busy women, they know that through all the clutter or business of life, sometimes all it can take is the familiar smell of Snuggle to bring you that sense of calm and comfort.”

Katelyn Brown and the Snuggle Squad will premiere their first pieces of content for Snuggle this month.