Mild Gone Wild

From subtle to standout: Snug’s wild take on neutrals.

THE HEADSCRATCHER

Snug wanted to reinforce its challenger positioning by being bold, cheeky and original. The brief was to create a social-first campaign, that made their new range of beautifully subtle colours feel exciting and relatable.

The challenge was to cut through, while capturing the bold, cheeky and one-of-a-kind essence of Snug bringing personality and playfulness back into the home.

460% ROAS, turning muted shades into wildly strong returns

141% of sign-up target achieved, with 17k sign-ups off the back of the launch

4.9m impressions, nearly five times the goal from a social-first roll-out

The “Mild Gone Wild” idea tapped into the cultural truth that Millennials and Gen Z had been struck by ‘Millennial Gray Fever’, an affliction that means they love their grey walls and minimalist mindset. We wanted to show them that our new colours could help them come out of their shell and put a bit of colour back in their grey rooms. With unexpected humour and energy, we showed that even “mild” colours can have a wild side. Snug’s distinctive voice and challenger spirit were baked into every touchpoint, from thumb-stopping social content to sharp digital ads, reinforcing its role as the sofa brand that refuses to blend in.

Central to the campaign is a captivating 30-second film set in a bland living room. Made up of three scenes, it features each new colourway with characters who urge you to not be afraid to go a little wild. The campaign challenges the status quo of minimalistic design, encouraging consumers to explore a more vibrant world. The three standout sofa colours are designed to infuse life into any beige or grey backdrop, making it easier for everyone to embrace a stylish and colourful lifestyle.

The campaign unfolded on social channels, initially as a teaser to build anticipation, followed big reveal across social channels.

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By fusing creativity with cultural insight, Mild Gone Wild brought fresh energy to the neutral trend and reinforced Snug’s challenger spirit. The campaign didn’t just entertain — it inspired action, proving that even subtle shades can have a wildly impactful story to tell.

17,000 sign-ups against a 12,000 target — 141% to goal
4.9 million impressions, nearly five times the benchmark
£100k+ revenue directly attributed to the campaign
460% ROAS, proving that even mild shades could deliver wildly strong returns

“ The Mild Gone Wild campaign invites everyone to embrace the vibrant side of living. We’re delighted with krow’s creative and strategic contribution for this campaign – they perfectly captured what Snug is all about. ”

Megan Bradley - Brand Manager, Snug