Have you heard of the Snuggie? If you haven’t, you probably haven’t watch a lot of TV lately but the blanket with sleeves is reportedly in the hands of more than 4 million people. There are more than 250 groups on facebook one with 6000 members. There are 300 YouTube videos and an increasing amount of articles online about the Snuggie. Oh, and let’s not forget that Jay Leno and Ellen DeGeneres have spoken of them.
This weekend, during the Super Bowl, you will watch ads produced by the top advertising firms for the top companies that cost them $3 million for just 30 seconds. If you have seen a Snuggie advertisement and the time slots they purchased, they are less than ideal so why such a buzz on a product that has been described as a bathrobe worn backwards?
First, pop culture. Advertisers know that regardless of the product, if you can get it in to the pop culture, viral buzz, your product is going to sell. The Suggie has done just that.
Next, feel good, timely advertising. Turn on the news, read the paper, and go to the current events websites and you will find bad news everywhere. Who can say that they don’t find it just a little bit comforting to watch a happy little commercial where two people are snuggled up on a couch enjoying life?
As Erin Burnett said on CNBC’s Squawk on the Street, “You know how everyone says television is dying and all the advertising is going to go to the Web eventually? Isn’t the Snuggie proof that that is not true?”
Yes, that’s true. It’s also true that making people feel good, the most basic of human wants, may just land you a lot of money if you think of the simplest of new products.
Since we’re on the subject of infomercials, here are a few products you may know from Billy Mays:
Big City Slider Station