With customizable serenades, Snuggle Bear muscles in on Barry White territory

Snuggle wants consumers to create customizable serenade videos for Valentine's Day.

Fabric softener Snuggle, which says its products “help create more snuggle-up moments,” is looking to encourage that very activity for Valentine’s Day 2017 with customizable music videos featuring its Snuggle Bear mascot.

Instead of his traditional, “Hi, I’m Snuggle,” the brand said these videos allow Snuggle Bear to “[showcase] his soft voice and smooth moves in custom musical serenades” set against the Dirty Dancing anthem “(I’ve Had) The Time of My Life” and Minnie Riperton’s 1975 hit “Lovin’ You”.

It’s unclear whether the videos are meant to be taken seriously – after all, they feature a cuddly bear from Jim Henson’s Creature Shop singing what the brand called classic love songs. Nevertheless, consumers looking for Snuggle Bear to do some heavy lifting this Valentine’s Day can visit SnuggleSerenades.com, select a song, upload photos of a special someone and share using #SingItSnuggle, the brand said. The campaign runs through Valentine’s Day.

The resulting two-minute serenades go a little something like…

According to social analytics firm Brandwatch, the hashtag #SingItSnuggle has been used over 750 times since January 21 and has accumulated more than 414,000 impressions. It is also being overwhelming used by women, who account for 90.3% of all unique authors of the hashtag, Brandwatch said. (And while it is unclear who these women are serenading, it is perhaps worth noting dictionary Merriam-Webster specifies a serenade is “a complimentary vocal or instrumental performance; especially: one given outdoors at night for a woman being courted.”)

This also comes on the heels of research from Bing Ads that found 53% of women would end a relationship if they didn’t get something on Valentine’s Day, for what that’s worth.

Snuggle isn’t necessarily grasping at straws here. The brand said it conducted a survey of 2466 consumers from its online community, the Snuggle Bear Den, in January 2017 and learned 81% of consumers would find it romantic if their partner serenaded them on Valentine’s Day and 57% would rather receive a serenade of a romantic song than a card on Valentine’s Day. What’s more, 74% said they don’t care if their partner can’t sing, Snuggle said.

So there you have it.

“Snuggle and Valentine’s season go hand in hand,” said Bibie Wu, vice president of marketing for laundry conditioners and home care at Snuggle parent Henkel Corporation, in a statement. “This year, we can’t wait to help give voice to people who want to express their love. Snuggle’s customizable music videos are the perfect way to serenade the ones you love.”

Snuggle had a personalized video effort for Valentine’s Day last year as well.

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Lisa Lacy

Lisa Lacy is a senior reporter for The Drum, covering digital and search marketing. Based in New York, she writes about how brands use technology to connect with consumers, particularly as innovations like voice search, digital assistants and the Internet of Things change consumers’ lives forever – not to mention the data these platforms increasingly collect and the security and privacy issues therein. She is a graduate of Columbia's School of Journalism. Her bucket list includes riding in the Oscar Mayer Wienermobile.

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