Sometimes the fault of marketing lands on the inventors. For proof, just look at the first installment of this three-part series. I’m still appalled that no one raised an eyebrow at that. The fact there hasn’t been a backlash in the black community is puzzling and a little disturbing. Where’s Jesse Jackson’s tirade on a Chia Pet of the first black president with its orange bust and green Afro? He looks like an Oompa Loompa. I digress.
Other times marketers get greedy, especially when the product is a fad. Marketing by nature takes a great idea and then tries to squeeze every penny out of it. But sometimes it goes too far especially when marketing tries to grab every possible demographic until the product gets blown out of proportion and eventually implodes. Remember Beanie Babies? Those hacky sacks with legs became popular so quickly and tried to reach so many niches, they eventually collapsed. Now they’re a joke and a lesson learned.
Or are they?
Take Exhibit B and the purpose of this blog, the Snuggie — the blanket with sleeves, the butt-less cloak, the body bib.
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I think the Snuggie is one of the best ideas to come around in a long time. Now I know what the guy who invented sliced bread was thinking, “Really, we’re inventing motion pictures, penicillin and the iron lung, but no one’s sold bread already sliced? Seriously? Jackpot.”
Nowadays people can access all of mankind’s knowledge from a device the size of a credit card, but no one thought, “A cloak made of fleece might be nice.”
But I fear the Snuggie may crumble under the weight of its own humble genius. If it does fall, it will be the fault of the marketing and not the invention. While trolling through the Internet, I discovered that Snuggies are looking to go after a new market – men. And they’re not just going after any type of man, but college football fans.
I love football. Being from North Dakota, I bleed Minnesota Viking purple and gold and have logged enough fantasy football hours to prove it. But even I’m not at the same level of fanaticism as college football fans. I could probably name 10-20 players on every NFL roster, but can I tell you the starting quarterbacks in the SEC or a wide receiver in the Big 12? No. I probably couldn’t name a single defensive back in all of college football. So imagine my surprise when I see this.
(insert photo 2)
Bama? Did Nick Saban blacklist himself in the National Football League to support a collegiate program donned in Snuggies? Shame on you.
This is the worst case of market research I’ve seen in a very long time.
What idiot guy goes, “Oh you’re cold honey? Instead of getting cozy under one blanket, why don’t we each go get our Snuggies to be individually wrapped during this rivalry game? That way when I stand up and cheer I’ll only trip on my own Snuggie leaving you able to drive me to the hospital still warm and comfy as surgeons work to remove coffee table shards in my forehead.”
This is football, people.
(insert photo 3)
Obviously the Snuggie marketing staff doesn’t get it. They probably looked at a similar photo and mistook fanaticism for a consumer need. No Snuggie!
I’m cool with you trying to push your product to different demographics, but if you are going to try and reach men, this is your target.
(insert photo 4)
Druids, wizards and the like can all use Snuggies as they prepare to conjure fireballs and cast Magic Missiles while seated in chilly, damp basements. Instead of Syracuse orange or Tar Heel blue, why not invest in some “Dark Crystal” logos or “Akira” prints?
I wouldn’t be so irate with Snuggie if they hadn’t tried to include men in their sports marketing idea. I think women would probably invest the $20 to support a team. Men will not. Shift the marketing focus before you get laughed out of the stadium or somebody gets killed. I’m serious.