In a media first, we wrapped, or 'Snuggled', Outdoor placements in soft, touchable fabrics and textures, engulfing Mom in a warm, inviting environment at her most stressful touchpoints

We mapped key 'street level' stress points, ensuring Mom would be close enough to touch and engage with the campaign – ie. malls, commuter trains, office buildings, recreational centres and high traffic pedestrian walkways. Next, we selected soft and plushy fabrics, ensuring they would be irresistibly touchable. Multiple fabrics were chosen to demonstrate Snuggle’s functionality on all textiles.

Creative was printed on the fabrics, which were then treated for fire retardancy and washed in Snuggle, to demonstrate the brand’s softness and freshness. Messages were tailored to each placement. For example, posters on commuter trains read “this train has been Snuggled”. For our grand finale, we wrapped a massive 186-foot pedestrian tunnel in a 'snuggle-able' fleece, delivering incredible huge impact and audiences!

Bringing new meaning to the term 'consumer touchpoint', our 'Snuggled Outdoor' executions were a media first. Out-of-home units had never been covered in fabric, and the campaign was a resounding success. In addition to helping drive YoY sales growth of +6%, consumer response to the campaign was overwhelmingly positive, with people Tweeting 'on-location' from the placements…

• This new snuggle campaign board is like a soft pillow

• Absolutely LOVE the snuggle ad! I want to cuddle up with the cozy poster

• Best seat on the GO train – on the floor against the cushioned fuzzy snuggle ad