AdAge Names Snuggie as one of their Hot Brands
Think the success of the Snuggie is 100% kitch? Nope, there's a smart marketer behind the whole thing who capitalized on an opportunity and ran with it.
The luck of the Snuggie is that it caught on in social media and in viral networks. The strategy behind it is that they recognized the opportunity, embraced how the consumer took ownership of the brand/pro... read more
The knock on direct-response is that it’s not really selling brands. Critics say the denizens of late-night and thinly rated cable programming sell one-offs and then move on to the next quick hit.
But Scott Boilen, president of Allstar Marketing Group, is out to prove them wrong. Having surprised even himself when his blanket with sleeves broke through as a pop-culture hit earlier this year, Mr. Boilen now projects the Snuggie will be bigger still in year two.
He’s pulling out the same stops more-esteemed marketers of such blue-chip brands as Tide or Cheerios have long used, including a bevy of line extensions.
“You always need a combination of luck and a well-timed strategy,” Mr. Boilen said. “Snuggie took off with viral campaigns that were not part of us. Once we started seeing that, our whole marketing team got behind it.”
“We’re testaholics,” he said. “So we’ll find where the consumer is buying.”Read more at adage.com
