why those god-awful snuggie ads work

If you're anything like me, you've been completely annoyed and yet somehow embarrassingly riveted by the recent TV spots for "Snuggie".  You know the ones, everyone from grandma to the dog is cocooned in ugly blanket-like straight jackets with sleeves.

Well, low and behold, look what I found in my email this morning:

Yes, it looks like they've expanded their marketing to include email.  Don't ask me how I made their target list.  I admit I've been known to don an extra sweater or two in the dead of summer but being the self-proclaimed fashionista that I am, I would never be caught dead in such an ugly contraption.  I don't care HOW cozy it claims to be.

But I digress.

When it comes to the essence of the ad, you have to admire the agency that put it together and the client who signed off on it. 

Here's what the ad (obnoxious or not) does so well:

1. it leverages its' existing relationship with the TV ads you already know "as seen on TV"
2. the product name and image are front and center
3. the image not only includes people wearing the product, it uses a kid and an attractive woman (I realize this one sounds bad but I learned in my early days at Yahoo! ads with hot chicks, kids (especially babies) and furry animals get clicks
4. there is ONE call to action and it's clearly shown "ORDER NOW" in all caps complete with red button, no less
5. they make the ad relevant by immediately implying that Snuggie can help you "lower your heating bills"
6. finally they throw in the can't miss - "Buy one get one free"
7. and if that didn't get you to dig out your credit card, they're tossing in a book light to sweeten the deal

With all those marketing 101 techniques down, is it any wonder that these ads stay in our heads?  They're the equivilant of the "It's a small world after all..." refrain you just can't get out of your head even as it's driving you completely batty.

As I always say, successful marketing starts with a solid creative brief and it's clear that the folks working on this ad had a good one.  Single minded proposition?  I'd bet:  "Snuggie helps you save money during these tough economic times."

My only question is still, how the hell did I end up on their list!?

Comments

[fffabulous]

That such a great analysis of this marketing email! You are very talented!!!