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Tag Archives: snuggie

Why is the Snuggie experiencing such breakthrough success? Facebook users comment on the photos of their friends, saying “where did you get that? I want one. They have them at Walgreens, etc etc”

It is a comfortable product that begs for documentation. It is not enough to own one; the ownership must be shared through shared photos, word of mouth, letting curious others try it on. It’s a bit like the product version of karaoke: once you’ve finally tried it, you have to talk about your experience with it. And this is one reason the Snuggie is such a fine product for 2009: it is an experiencial item, tailor made for inclusion into social media photo sharing.

It is outlandish, yet tame in its overall appearance. Wearers feel like they’re acting silly by wearing it, and yet it covers the entire body. So it’s safe for photo sharing.

It makes people laugh. It incites conversation with strangers, like the people I heard waiting in a checkout line, talking about the Snuggie one man was buying, how other stores were sold out, how the commercials are the new ‘i’ve fallen and I can’t get up’, what youtube versions of the commercial they’ve seen.

Snuggie’s success can be largely attibuted to word of mouth – that and that they’re mighty comfy…

Zack Gonzales

In marketing and PR, when a new product or service is released you oftern hear about it in comparative terms, such as ‘the iPod of hospital documentation solutions’, ‘the iPod of tax software’, etc.

A year or two ago it was Starbucks: the Starbucks of bike stores, the Starbucks of doggie day cares.

This year, rather than look to Apple as we so often do, I’d like to recommend studying the release of the odd product the Snuggie. Originally brought to market via infomercials, the Snuggie has exploded into this year’s Crocs and/or pet rock.

What can technology product marketing managers learn from this consumer product?