Snuggies’ Guerrilla Marketing Campaign
Ok, even kids giggle at the Snuggie ads on TV where everyone sits in the stands of a football game in their sleeved blankets. Indeed, the guilty pleasure of snuggling under a huge fitted blanket with a good book or your laptop could be about as good as it gets, especially as fall begins to cast her shadow and cold weather comes on. But, let’s face it, Snuggies are definitely NOT fashionable. Yes, they’ve received some pop culture attention lately, but everyone knows you wear these things around your family or close roommates under the assumption that your peeps love you for you.
No one’s ever strutted down a catwalk in a Snuggie…at least not until now.
A recent article on Entrepreneur.com talked about guerilla marketing strategies (originated by Jay Conrad Levinson and Al Lautenslager in the 80’s) that are alive and well; Snuggie proved them right with the tongue in cheek marketing move they made this week. Snuggie took advantage of NY Fashion Week to trot out their new collection of colors and prints and (good move) college logos. Now, in the true sense of guerilla marketing, which suggests using tactics that don’t cost you much money to employ, a runway show during Fashion week probably doesn’t quite qualify; that event could get pricey. But it’s the kind of statement which makes us like the company even more…anyone wearing a Snuggie and shuffling into the kitchen for a bag of microwave popcorn knows that the most comforting feeling in the world ranks right up there with being able to laugh at yourself. Ironically, Snuggie’s clever marketing could actually have the effect of guaranteeing itself a place in fashion history.
Next idea: A tax credit for turning down the thermostat?
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