Cuddly Fabric Softener is the ‘love that lingers’ in new campaign from VML

June 20, 2024 8:29

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.