Lever Brothers Corporation: Snuggle The Bear campaign

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 promised to be an expensive, high-risk proposition.

Lever Brothers Corporation: Snuggle The Bear campaign

William Baue

Overview

The introduction by Lever Brothers Corporation of Snuggle fabric softener in September 1982 startled the laundry detergent industry, especially archrival Procter & Gamble...