Mums and babies, cute kids; we all know the TV ad for cuddly fabric softener. It’s a very well-known brand for that reason, because we know how well the cute factor sells.
Cuddly is made by Colgate-Palmolive, which makes numerous home and personal care items in Australian supermarkets, as well as pet food. The company started from a small soap and candle business in New York City and now, 200 years on, is a huge global player, distributing to more than 220 countries.
You may have thought it was just a coincidence that the Fluffy logo looks awfully similar to the Cuddly logo. Well, it’s because this brand is also owned by Colgate-Palmolive, which produces other products such as Colgate toothpaste and Palmolive soaps. Fluffy, fronted by a fuzzy yellow ducking, is one of seven laundry brands made by the Colgate-Palmolive group, which is based in America and distributes to over 220 countries.
Fronted by a lovely huggable teddy bear, Huggie is an Australian brand owned by Pental. Since the 1950s, Pental has been running its business from Shepparton in Victoria, acquiring many other brands along the way. What once started out as a small soap company is now an Australian household products empire. As well as the cute Huggie brand, the Pental portfolio includes Velvet Soap, Martha’s Wool Wash and Country Life health soap. But it isn’t all lovely and sweet, as the company also makes White King bleach and Little Lucifer firelighters.
Snuggle, part of the Connecticut-based Sun Products Corporation, is an iconic brand in the USA and Canada owing to its adorable teddy bear mascot. It’s certainly cute and immensely popular among customers in both countries. As well as Snuggle, Sun products has other laundry brands in its portfolio, including All, Wisk, Sun, Surf and Sunlight. Sun Products was purchased by German chemical consumer goods company Henkel in 2016.
Surprisingly, Chinese company Makom sells directly to consumers, rather than going through a retailer. But keeping in stride with the rest of the market, it does use cute kids to sell its products and features smiling children on the packaging.
While it may not reach the cuteness of some brands, Lenor does have a human touch, being similar to a lovely woman’s name. This European brand goes under a different name in America – over there it’s called Downy. The brand is one of many owned by Procter and Gamble, the huge international company, which distributes to over 180 countries. As well as Lenor, P&G owns home care brands such as Tide, Febreeze and Fab, as well as personal care brands like Olay, Old Spice, Gillette, Head & Shoulders and Vicks.
It seems Australia is leading the way with the cute and cuddly names for fabric softener. Perhaps we’re onto something. After all, you want your towels to be fluffy, your clothes to be cuddly and your kids’ pyjamas to make them even more huggable.