From an article I just saw over at AdAge:
Marketing’s New Red-Hot Seller: Humble Snuggie
The blanket with sleeves is one of the hottest selling items these days. Selling more than 4 million units in the past three months, Snuggies has made just under $40 million in retail sales.
There’s even reports of customers swamping stockers and grabbing all the Snuggies before they even reach the shelves at Bed, Bath & Beyond or Walgreens, the first two retailers to carry the blankets.
Imagine that, people trampling one another to get a blanket that has sleeves on it.
Well, I think the 200 videos on YouTube that are parodies of the product’s goofy commercial might have something to do with it. This one has nearly 150,000 views.
I had a feeling that Snuggies would succeed, despite their lame storytelling. Should be fun to watch how this trend plays out, but I’m still thinking they missed an opportunity to be huge.
I think the lesson here is that for some products, the story is so obvious that no matter how bad you screw up your marketing, the world will step in and show you how to really tell it.
Odds are though, you’re not that lucky.