Sun Products Canada‘s Snuggle fabric softener hasn’t been advertised on television for nearly a decade. And now its teddy bear mascot has been rebuilt like Steve Austin. Toronto agency Capital C has the technology.
After acquiring the rights to the music and visuals of The Six Million Dollar Man, Capital C has reintroduced Snuggle Bear in a 30-second spot using some of the show’s better-known sound effects and dialogue, bringing the brand back “better, stronger” than before.
“This spot really resonated with consumers and tested off the charts,” said Doug Rozon, brand manager, in a release. “This made the decision to go with creative that is very different for the category an easy one to make.”
Despite its soft and cuddly image, Snuggle is taking a hard line against competitor Procter & Gamble. A voiceover in the ad claims, “With our three-times concentrated formula, we can make [Snuggle] softer than Downy and cost less.”
“We wanted to get across the claims against Downy in a fun way,” said Tony Chapman, Capital C founder.
Sun Products also owns the Sunlight detergent brand, which Capital C worked on when the brand was owned by Unilever.
Capital C won full agency-of-record status for Sun Products, including digital, creative and retail activation, in 2009.
Snuggle’s new television spot debuted on April 7, with online, social media and in-store elements to follow.
