Another sign of the apocalypse: In case you haven’t heard, The Snuggie (Yes, that Snuggie!) has sold out! I am officially reconsidering everything I thought I knew about marketing. Hot off the Advertising Age newswire comes 2009’s most compelling story, which reveals that The Snuggie sold over 4 million units in (3) months last year, resulting in over $40 million in sales, and a 4-6 week waiting list.
Surely you’ve seen the television ads portraying seemingly normal people —with straight faces no less — engaged in all sorts of daily routines (sitting on the couch, talking on the phone, reading a book, etc.) cloaked in what looks to be cult-issued, the-spaceship-will-be-here-any-time-to-pick-me-up robes.
You probably thought, as I did, “Oh my God, you have got to be kidding me! Is this a joke? They’ll be lucky if they sell even one of those ridiculous things…”
The goofy garment — basically a blanket with sleeves and a hole for your head —and its surreal commercials spawned an organic, positive viral response including a couple of hundred YouTube parodies, SNL skits, Facebook Fan Clubs and celebrity comic monologue jokes.
But, the joke is squarely upon all of us cynics.
According to the Ad Age article, Scott Boilen, president of Allstar Marketing Group of New York, the man behind The Snuggie, says they can’t process orders fast enough. Online orders continue to pour in; The Snuggies have sold out at Walgreens and Bed, Bath & Beyond; and they’re now headed for the big time: Walmart.
So I, as a marketer, I ask: What gives?
Boilen claims it’s a combination of price and timing, that in this economy, with people stuck at home, looking to save money on things such as heating bills, etc., that The Snuggie at $19.95 (plus a free booklight!) is simply a bargain too good to pass up!
Boilen says the DRTV model (think Ronco products), usually involves breaking even on the initial television/online launch, then moving into profitability with the introduction of the product onto retail shelves. But The Snuggie didn’t wait, enjoying almost instant success. So again, what’s going on?
I’m sure that (thanks to the recession), Boilen and his infomercial pals enjoy fire sale media pricing that allows them to come in from the cold, wee hours of programming to bask in prime time hot spots at reduced rates. But still…
Is it truly a viral joke that turned remunerative? Or just a classic example of behavioral marketing, where the “chronology of purchase intent” lines up in perfect harmony for sales conversion?; (i.e. near-broke consumer, shivering at home, longs for immediate, fleecy security; sees the commercial and instantly buys into Snuggie’s irresistible value proposition).
My two cents: This is a “girly thing”. It’s a “mom thing”… and a “kid thing”… But, before you start sending me nasty e-mails, please let me qualify. I’m not a sexist. I’ll even own up publicly that I love to take baths (albeit, with a beer); I saw Titanic at least three times; and have Norah Jones on my Ipod. So back off.
Proof of my theory: When I first saw the commercial, I turned to my wife and said , incredulously, “Can you believe this?!!” She giggled, but said, “Shoot, I bet both of your daughters (ages 6 and 10), would LOVE one of those things! They’re always wrapped up under a blanket, on the couch reading, just like that!”
Next, for fun I posted the Ad Age Snuggies article on my Facebook profile, labeling my post and link to the article with the same cynical title of this blog: “Tim is convinced the end is near: adage.com/article…”
Within minutes, I received a response from a friend and former Account Exec at RC, now a stay-at-home mom: “OMG! This is so funny! My 7 year-old-daughter has been BEGGING me for this blanket! She walks around with her blankets acting like she has one…”
I then recalled my wife’s comments and started putting it all together: The ridiculous name–– Snuggie… Rhymes with Huggies… Snuggle® (you know, the fabric softener with the teddy bear); the simple commercial with the mom and the little girl at home… It all started making sense. My marketing brain kicked in and I thought, “Oh, how I’d love to take a look at their tracking sheets and demographics. This is all about moms and daughters!”
Finally, it occurred to me that I had recently seen an even more surreal version of the Snuggie commercial, one noticeably showing more men in these things– large groups of people, wearing them outdoors at football game and on camping trips. Yep, a classic product extension effort– trying to get the guys to buy in!
I was utterly satisfied that I had so quickly and shrewdly dissected and analyzed the fundamental forces associated with The Snuggie’s surprising success –– that is, until Ed (one of the Partners here), weighed in and blew things up:
“I really don’t know what the big mystery is. Why are you making a big deal out of this? They’re functional. They’re cheap. They’re warm. It’s good design. I’d buy one”.
Hey–– I wonder if they make those things in Florida Gator colors?