Cuddly Launches Latest Campaign ‘Love That Lingers’ with VML
Created to connect with modern families – the work continues to deliver the brand’s ethos of love and nurturing.
The creative narrative focuses on a family, highlighting the small, everyday gestures that express real love. From the first day of school to sleepovers at friends' houses, these moments are accentuated by the softness and freshness of clothes treated with Cuddly. The brand's message is clear: love isn’t about grand gestures, but is found in the little acts that often go unnoticed.
The idea stems from identifying a simple yet powerful disconnect: As we get older and think back on things our parents did to show us love growing up – we don’t think about the bike we got for Christmas. Or that time dad got you a bouncy castle in the backyard for your birthday. We tend to think about the smaller everyday acts that showed how much they care. And let’s be honest, at the time it feels like these smaller acts go totally unnoticed. So, we wanted to remind parents that small acts – like making sure your clothes are clean and cosy – don’t go unnoticed and are appreciated. That’s Love That Lingers.
Anthony Crewes, senior marketing director at Colgate-Palmolive, shares the vision behind the relaunch: "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."
Paul Nagy, APAC chief creative officer at VML commented, “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. 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.”
