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.
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?