Cuddly Fabric Softener is the ‘love that lingers’ in new campaign from VML
Colgate-Palmolive’s Cuddly Fabric Softener has launched a new campaign designed to connect with modern families, but continue its ethos of love and nurturing, via VML.
‘Love That Lingers’ follows a family narrative, highlighting the small, everyday gestures of love – from the first day of school, to sleepovers at friends’ houses. The brand hopes to communicate that these moments are accentuated by the lingering freshness of clothes washed with Cuddly.
Hoping to bring a nostalgic feeling to modern families, it reminds Aussies that small, everyday acts show a person’s care for another, yet often go unnoticed.
“Cuddly as a brand was a little disconnected from modern audiences… the idea that modern kids are going to shower us with praise for doing the washing didn’t really feel like a modern reality,” said Paul Nagy, chief creative at VML.
“But there’s a genuine truth that those little, loving efforts we make as parents can sometimes connect to the ones we love in very powerful ways… so we decided to make that the heart of this story because it still felt truly connected to the core of the brand – the little efforts that can mean so much.”
Colgate-Palmolive’s senior marketing director, Anthony Crewes, added: “For many years, Cuddly has been a staple in Australian households, providing softness and freshness that families trust.
“Our new campaign captures the essence of what Cuddly has always stood for – enduring love and care through every wash, making sure that the feeling of a parent’s hug is always close, no matter where life takes us,” he said.
Credits:
Client: Colgate-Palmolive
Creative agency: VML
Production
Production company: Revolver
Director: Dani Pearce
Post production: Arc Edit
Music: Sonar
Sound design and mix: Electric Sheep Music
Media: Wavemaker
Subscribe to the daily newsletter
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Anthony Crewes
Campaign
Colgate-Palmolive
creative
Cuddly
Cuddly Fabric Softener
Paul Nagy
VML
Have your say