You cannot escape the Snuggie. Whether it’s the late night TV-ads, the seemingly ubiquitous newspaper inserts. Whatever it is, it has worked. The Snuggie has crossed over to the mainstream. By Christmas they had sold more than four million. Check out the results of a search for news of the Snuggie.
image from MSNBC.com
If you do PR for consumer products, the picture above is just about as good as it gets. The hosts of “The Today Show,” wearing/using your product. The only other place for the Snuggie to go now is Oprah. Who wants to bet that within two weeks we see a picture of Oprah wearing a Snuggie?
The main point is that the Snuggie has crossed over from successful product to a fad. The next step is to transition from a fad to a long-term successful product. I would love to offer a formula for how to create a fad, maybe Dr. Fad knows. But, I will say that watching the rise of the Snuggie has been a lot of fun.
Now a question? Do they have outside PR counsel, or is it all Snuggie? Anyone?
Filed under: Uncategorized Tagged: | fad, snuggie, today show
Man I was going to write a post about this but yours is way better. It’s amazing the other day at work we were talking about the snuggie. Ass far as I’m concenred it is one of the stupidest / goofiest inventions of all time. You can’t wear one with out looking dumb.
But talk about a winfall for he snuggie marketing team. They had us talking about it at work, the internet and everywhere. Snuggie really has an amazing marketing/ Pr team behind it.
Sometimes what people want/need is stupid and goofy.
PS – thanks for the comment
Josh,
Wow! If that was done by a PR firm they have a great case study! Thanks for sharing.
the two best infomercial products ever have to the Snuggie and the Shamwow… i wonder if it’s possible to combine the two, and make a single, super-absorbent robe?
Thanks for finding us and putting the crazy/brilliant idea of SnugWow out there. If it was created I think there is a definite possibility the universe could collapse upon itself and be re-born as Billy Mays.
Now as to the best infomercial products ever. Hmmm…that’s a tall order. You can’t discount the staying power of the ChiaPet or the Thigh Master which supposedly made crazy money for Jack Tripper’s former roommate.
My personal favorite has to be the Ginsu, I mean c’mon it cuts a tin can AND a tomato!