In this age of the enlightened and empowered consumer, let us never underestimate the power of pure kitsch as a marketing tool. Witness the Snuggie, the goofy blanket/robe hybrid with the goofier direct-response TV ads, which has been flying off the shelves. From Ad Age:
The quirky little blanket with sleeves has become the raiment of the zeitgeist, with more than 4 million units sold in just over three months and more than 200 parody videos on YouTube. Fox News honed in on a woman wearing a Snuggie as she braved the cold attending Barack Obama’s inauguration on Jan. 20, five days after Ellen DeGeneres donned one on her daytime talk show.
4 million units! In case you’ve somehow missed the ad: