The Snuggie Case Study

1347 Words3 Pages

Whether you love or hate the product there is no doubt you have heard of the Snuggie. The blanket with sleeves made every marketer green with envy and every retailer banged on the company’s door to get the product into their stores. Somehow in a matter of months, the Snuggie went from obscurity to becoming a nationwide pop culture sensation. Through a series of bumps in the road, however, the product went from ‘hot to not’. The life of the Snuggie was short lived but its rise to success was unparalleled largely due to its marketing team whose later work became the company’s greatest downfall.
The Snuggie approached the market with open arms and became a mass market miracle. From appearances on Ellen to Oprah, the Snuggie was a pop culture phenomenon. Where products had failed, Snuggie was the perfect ‘As Seen on TV’ product. The Snuggie addressed a problem most people didn’t realize they had, “Blankets are okay but they can slip …show more content…

Just as Snuggie had hoped, deals with Walmart, Walgreens, and other brands brought back the Snuggie craze just as it had begun to decrease in popularity. Customers came pouring into stores hoping to get their hands on the blanket with sleeves. With holidays approaching and larger orders being made by companies, AllStar Products was extremely profitable. Millions of dollars were being shipped out and millions were being put back into the company’s wallet. One effect of this new distribution was the global deals that came. From a product that was estimated to not even sell out its base run, to an overnight sensation the Snuggie had been limited to US and on a smaller scale, Canada sales. Once it signed contracts with big name brands, those limitations were broken. Snuggie broke the mold of novelty infomercial products and went to world-wide sales due to its contracts with brand name

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