 |
Source: www.getsnuggie.com |
The '70s had the Pet Rock. So far in the 21st century, it's the Snuggie. According to USA Today, the Snuggie - basically an oversized blanket with sleeves - went on sale in August, began TV advertising in October and started shipping to retailers in December. Already, four million have been sold.
According to the article, the Snuggie concept is not new or even original, but it boasts an attractive price - two for $19.95, plus free book light if purchased online or on TV, or about $14.99 for one in stores. Its ubiquitous ads on late-night TV have also paid off. The USA Today article describes the ads as "so cheesy it's practically art, and apparently wildly entertaining. The ad shows people wearing Snuggies at a sporting event, cheering and high-fiving each other while dressed ... sort of like medieval monks."
Largely due to the ads, it's also drawn tremendous buzz. Facebook has nearly 250 groups, pro and con, with one fan club listing more than 6,000 members. On YouTube, nearly 300 parody videos have been posted, including one titled "The WTF Blanket" featured on CNN and viewed nearly 2.3 million times. Websites have been created, including SnuggieSightings.com, where fans post photos, videos and "news."
Jay Leno has joked, "Lard-Ass Quilt was the original name! Why not just put your robe on backwards?" Ellen DeGeneres tried on one during her show. Fox News highlighted someone wearing a Snuggie at President Obama's inauguration.
Of course, Allstar Products Group, the makers of the Snuggie, claims in its advertising that the product serves a purpose. The copy reads, "The Snuggie keeps you totally warm and gives you the freedom to use your hands, so now you can work the remote or read a book in total warmth and comfort. Use your laptop without being cold, or enjoy a snack while staying snuggly warm."
But management also agreed that hype helps.
"Every once in a while, a product transcends advertising to become part of pop culture," Scott Boilen, president and CEO of Allstar Products, told USA Today.
Discussion Question: Why do you think the Snuggie has been so successful? Why is it resonating with today's consumer? What do you think of its potential at retail?