Cuddly Fabric Softener launches Love that Lingers campaign with VML

VML - Cuddly

“Cuddly as a brand was a little disconnected from modern audiences.”

Cuddly Fabric Softener has launched its new campaign with VML, aiming to connect with modern families.

Love that Lingers centres on a family, highlighting the small, everyday gestures that express real love and the brand’s message: love isn’t about grand gestures, but it is in the little acts that often go unnoticed.

The agency said the idea stemmed from identifying a simple yet powerful disconnect – the things our parents did to show love growing up.


“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,” Paul Nagy, APAC chief creative officer at VML, said.

“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.”

The creative narrative focuses on a family’s gestures: from the first day of school to sleepovers, underpinned by the brand message.

 “For many years, Cuddly has been a staple in Australian households, providing softness and freshness that families trust,” Anthony Crewes, senior marketing director at Colgate-Palmolive, said of the work.
“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.”

Client: Colgate-Palmolive
Creative Agency: VML
Production Company: Revolver
Director: Dani Pearce
Post Production: Arc Edit
Music: Sonar
Sound design and mix: Electric Sheep Music
Media: Wavemaker

To Top