packaged goods

Snuggle Bear Sings Sweet Nothings

Teddy bears, sweet nothings and softness. The perfect combination for Valentine’s Day. 

Snuggle, the fabric softener represented by the cute stuffed bear, continues its connection with Valentine’s Day. with a promotion to send sweeties some customized love songs sung by the brand mascot. (The brand has previously offered Snuggle Bear Valentine video greetings, as well as other promotions.)

The promotion uses popular love songs from the 1980s sung by the bear and intercut with photos uploaded from consumers’ personal collections. Consumers are encouraged to visit a microsite,, to pick their song (among the choices: “Lovin’ you” and “(I’ve Had) The Time of My Life”) and upload their photos. Once the video is completed, consumers can share the videos on social networks and via text, using the hashtag #SingItSnuggle.



“Snuggle and Valentine’s season go hand in hand. Only Snuggle softens clothes and hearts,”  Michael Monteleone, senior brand manager for Snuggle, tells Marketing Daily.  “[Our internal research] found that 75% of people say sharing a romantic song on Valentine’s Day helps them express how they feel. So what better way to bring people closer together and express heartfelt emotions than a sweet Snuggle Serenade featuring your friend or loved one?” 

The promotion kicked off on Jan. 21 (a.k.a. National Hug Day) and will conclude on Valentine’s Day. It will be supported through paid digital and social media ad buys.

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