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The Snuggie Movement...FTW!

by Guest Blogger, Lena West, Chief of Social Media Strategy at xynoMedia

SnuggieI'm always cold. Seriously. Unless it's above 80 degrees, I'm freezing. Last week I wore thermals in San Francisco. I have had every medical test known to man and the bottom line is that my bodily thermostat was probably manufactured by Sub Zero  and not my parents. In fact, many of the women I know are this way. My friend Kim, keeps a heater on in her office all year round. I have a down comforter on my bed at least 10 months out of the year. I know, it's nuckin' futs.

Anyway, one day I was sitting in my home office and I was so cold that my nail beds were literally blue.I happened to be talking on the phone with my Aunt.

Me: I'm freezing. This is crazy.

Aunt Agnes: You're always cold. What's wrong with you?

Me: I don't know, but this has GOT to stop. I want to speak with whomever is in charge.

Aunt Agnes: Get a blanket.

Me: If I wear a blanket, I can't type. My arms will be caught.

Aunt Agnes: I don't know what to tell you. (Yep, she's from my Mom's side of the family.)

Me: You know what I need? I need a blanket with sleeves. I'm going to Google that. (Background typing...) I'm typing in: "blanket with sleeves".

Aunt Agnes: What'd you get?

Me: The Slanket!

This brief exchange last winter started an INTENSE love affair with the Slanket (now called the Snuggie - a name I like MUCH less...damn corporate marketing people!) that is only paralleled by oh, a trip to Miami.  I was so in love, in fact, I bought two - one for me (in the wine color - I should have bought the chocolate brown) and one for dear Aunt Agnes. It was the best $30 I ever spent (yes, they were $30 at one time!)

But, it's not just the wonderful extended fabric that covers your feet or the wrap around neckline that insulates your upper back from the cold or the roomy extended sleeves that make it easy to type while staying warm...nope, there's something that makes me love them even more: they're a scrappy start-up!

I got my copy of Advertising Age this week and guess what's on the cover? The story (free registration required) about how the folks at Snuggie were able to take what is essentially a bolt of fleece and turn it into a hot sensation - seemingly overnight (it never feels like overnight to the people behind the business) by buying remnant advertising space and getting it majorly poppin' on Facebook.

The Snuggie folks already have a Facebook page that has more than 9,000 fans - of which I am one.

Clearly, I'm a fan, but even if I weren't, the lesson in the Snuggie story is that it doesn't take a million dollars to build a million-dollar business. I tell our clients all the time that you're either long on money and short on time or short on money and long on time - you can't be short on both. Clearly, when the Snuggie folks were short on money and long on time, they used their time wisely to start a grassroots Snuggie movement (hey, it takes time to coordinate buying remnant ad space). And, it's paid off with more than 4 million Snuggies sold. Snuggies FTW!

So, dear reader: It's February; have you started your "Snuggie movement"?

Comments

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coffee

the two best infomercial products ever have to the Snuggie and the Shamwow... i wonder if it's possible to combine the two, and make a single, super-absorbent robe?

Diane K. Danielson

That's it. I'm getting one. Do they have kid sizes for my son? He's been stealing my space heater lately. He calls it his "little slice of heaven."

Mary Schmidt

Well, to each their own. If you love 'em, use 'em. But, all I see is a cult's robes...and I find sweaters, pants, and socks work well.

But, I do give 'em points for being a scrappy start-up! There's always a way to think outside the box (blanket?) :-)

AdWomen

I´m always cold!!!I think this is a great idea!!

http://www.adwomen.org

Carol White Llewellyn

My husband, uh, Santa Claus bought the whole family Snuggies for Christmas. Four of them came wrapped in one big Christmas bundle. I tried it on and fell in love immediately because yes, I am always cold too!

My sister-in-law visited and made fun of them. "I can't believe you bought one. How silly! What's wrong with a blanket?" Ya da, ya da....

I just smiled and laughed inwardly, 'cuz I'm all warm and cozy curled up with whatever book I'm reading and she doesn't have a clue what she's missing.

Laura

The Snuggie Cult reaches out everywhere! You have to see the ads to see.

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