Home > Encyclopedia of Major Marketing Campaigns > Lever Brothers Corporation

• SNUGGLE THE BEAR Campaign
• They Hung Up
• Further Reading

390 Park Ave.
Floor 2
New York
New York
10022-4698
USA
tel: (212)688-6000
website: http://www.leverbros.com

SNUGGLE THE BEAR Campaign

Overview

The introduction by Lever Brothers Corporation of Snuggle fabric softener in September 1982 startled the laundry detergent industry, especially archrival Procter & Gamble (P&G), maker of the fabric softener market leader, Downy Conventional wisdom, as well as Lever's historical precedent, dictated the much more conservative approach of extending the line of an existing brand, which Lever had in Final Touch fabric softener, instead of launching a whole new brand, which...