Cuddlers

This innovative in-store activation and social media campaign was created for Cuddlers, a South African nappy brand, during Toni Cheiman’s time as Group Head of Copy at Grey Africa. At the time, Cuddlers was not a market leader. In fact, it wasn’t even the second most popular brand. But that opened the door to bold, breakthrough creative that could challenge convention and steal consumer attention. Enter a scented in-store activation that doubled as a social impact campaign.

Working alongside art director Tarryn Bezuidenhout, Toni set out to disrupt the category and connect emotionally with an untapped segment: dads. Diaper advertising had always been geared toward moms, so the team flipped the narrative. They anchored their creative idea in a relatable truth—that when it comes to smelly nappies, dads often take a step back, leaving moms to handle the mess.

Enter: The Sniff Upper Lip. A scented, stick-on moustache in three distinctly “manly” scents that would block the smell of stinky pooh nappies while giving dad a rugged new look. The scents included: Sandalwood, Freshly Ground Coffee, and Antique Wood, and were developed by Aromalogo in Cape Town to quite literally “fill the nostrils” and neutralise the worst of number two nappy odours. This quirky, tongue-in-cheek product came free with every pack of Cuddlers.

The idea wasn’t just for laughs. It encouraged real behaviour change. Dads were challenged to post a photo of themselves wearing the Sniff Upper Lip while changing a nappy, using the campaign hashtag #CuddlersMoGame. They stood a chance to win one of five prizes worth R10,000 each. This turned a humorous concept into an engaging social media moment.

The campaign quickly gained traction on social platforms, earned PR from major parenting magazines and lifestyle sites, and achieved viral status within days. The results? Game stores sold out of Cuddlers nappies, twice, across two consecutive weekends. For the first time, the brand experienced what it felt like to be a frontrunner in the highly competitive baby care category.

Beyond sales, the campaign succeeded in shifting perceptions. It playfully broke down gender roles and showed that dads, too, can step up, even in the stinkiest of situations. That blend of humour, product utility, and social relevance earned the campaign a finalist spot at the Loerie Awards.

At Iron Heart, we believe great content is both fun and functional. The Cuddlers activation remains a standout example of a playful, purpose-driven idea that delivered on brand, behaviour, and business.