Advertising: Clothworld
Comfort's current advertising features a world made of cloth, known as Clothworld. The campaign follows the adventures of the Clothworld people, who take care of themselves using different Comfort products.
The Clothworld campaign first appeared in 2000 and was created by Unilever and Ogilvy and Mather.[4] The original Clothworld characters were teenage couple Lisa Weaver and Darren Denim, who were made by Aardman Animations, the creators of Wallace and Gromit.
Gradually, new members of Lisa's family (her mum Karen and sister Daisy) have been introduced, as well as other inhabitants of Clothworld, including Quinitin the beautician, Stitcher the school bully, Satina the soul diva and more recently, Dr Comfy.
The latest additions to Clothworld are Jeannie and Cardboard Man. The current television advertisement features Jeannie walking through a cloth French Riviera styled town. Her flexible jeans contrast with the stiffness of Cardboard Man. The Clothworld campaign has travelled the world, running across Europe, Latin America, the Middle East and has recently launched in Asia. As the campaign has spread globally, the Clothworld characters are becoming popular in their own right with the Lisa and Darren character dolls selling on EBay as collector's items. In Asia, the campaign is slightly different. Darren has been transformed into a popstar named Andy. The character Andy now has his own real world record and fan base. As of 2012, the Comfort television commercials and advertising campaign features the happy-go-lucky Cloth family (Comfy family in South Africa and Vietnam), consists of Andy the Fresh Father, Daisy the Fragrant Mother (appears with green bob hair and green dress), their daughter Lisa (also known as Lizzy in Spain and Latin America and Ly in Vietnam), and their twin sons Billy and Benny.
Comfort has also grown a group of advocates for its Comfort Pure brand. They are known as the Comfort-eers and are an army of mothers who state that they believe Comfort Pure is the best choice for them and their babies.
Comfort has a number of partnerships with retail brands in the UK, including Mothercare on Comfort Pure and Debenhams. Comfort also sponsors the Prima Fashion Awards.[5]
Comfort's tagline is 'Comfort makes a good clothes day'.[6]
