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January, 2025

Snooze launches new ‘Amazing’ tagline in new brand platform

Australian retailer Snooze has launched a new campaign introducing the refreshed brand platform, ‘Every day, every night amazing’.

The campaign features a series of cinematic films that depict various moments that occur in bedrooms, underscoring the retailer’s role in making these moments special.

General Manager Marketing at Snooze, Doni Davies, said: “We believe the bedroom should uplift every mind, mood, and body. It’s where life’s big and small moments happen—from silly giggle-fits to quiet introspection. This campaign is a tribute to all those moments and to the role Snooze plays in making them special.”

Head of Brand at Snooze, Penny Watson, said: “We wanted to create something modern, stylish, and relatable—something that celebrates and evolves our brand whilst also transitioning seamlessly into retail. Our iconic jingle and ‘Amazing’ tagline are part of Snooze’s DNA, and this campaign takes them to a new level. It’s about driving recognition and creating an identity that stands out, whilst keeping the heart of the legacy of the brand.”

Lenna Boland, Creative Lead, said: “What an awesome brief—to celebrate the bedroom as a place where ‘amazing’ happens. Working with a tight-knit team (aka creative family) direct to client was super collaborative and super fun. Shot on the expansive Volume screen, Dylan (director) created a stunning, hyper-stylised world while still capturing the intimacy of the bedroom. Rob (composer) created a track that was ear-worm-bangin’. And there was an alpaca. Ticked all my creative boxes.’

Match & Wood’s Rachael Conway said: “We are incredibly proud to have worked closely with Snooze to bring to life their new creative platform, ‘Every day, every night amazing.’ The campaign features a multi-channel approach that leverages Snooze’s distinctive brand assets, and launches in line with the Australian Open.”

Creative Lead, Nic Desira, said: “Hitting the sweet spot between a fashion and music video, this campaign positions Snooze firmly in the ‘now,’ giving it a distinct visual identity. By leaning into the ‘S’ in the logo in a bold, fresh way, we’ve also created a design that flows effortlessly across outdoor, retail, and other channels—making every brand interaction unmistakably Snooze.”

The campaign will be launched nationally with 60”, 30” and 15” films, and will be rolled out via cinema, free-to-air TV, BVOD, meta as well as 6” social media spots, OOH, and Spotify.

“Ultimately, we want our audience to see themselves, or someone they know and love, in these moments. It’s these ‘every day, every night’ moments that make the bedroom so special; and Snooze is here to celebrate every one of them,” said Watson.