In the extremely competitive fabric softener category, Snuggle® needed to boost its top-of-mind awareness with consumers and retailers, as competitors were very innovative with additional product launches. New advertising channels also needed to be created due to skyrocketing media costs.
Through research, LMCA discovered the high level of consumer affinity for the Snuggle® brand imagery and its core values of softness and fragrance. LMCA identified licensees that would naturally extend the brand, incorporate its core values, and substantially increase consumer impressions.
LMCA signed licensees for pillows, mattresses, home bedding, and towels to support the softness imagery. An air freshener license with full national distribution and high velocity sales supported the fragrance feature.
Generating approximately $1 Million per year in royalties, what started out as a trial program, is now one of Snuggle®’s most successful and longest-running licensing programs.
In conjunction with a dramatically increased media spend, funded by licensee partners, Snuggle® has generated top-of-mind awareness with both consumers and retailers.