Snugie® The blanket that turned down thermostats and dialed up profits
Entering the market in 2008 just before the economy went cold, Allstar set out to warm America with their hottest new product, the Snuggie® Blanket. With a long-standing partnership on TV and retail hits such as Debbie Meyers’ Green Bags, Topsy Turvy Tomato Planter, Aqua Globes, and Emery Cat Board, DirayTV collaborated with Allstar once again to help make the “blanket with sleeves” a direct-response sensation and a pop-culture icon.
Early and aggressive product testing was of critical importance for this seasonal product. DirayTV rigorously investigated different media demographics and dayparts in August, providing Allstar with the information necessary to set spending and CPO goals for the campaign as well as determine inventory needs and timing. By the time the weather cooled down, DirayTV was ready to turn up the heat, blasting the airwaves on proven networks and cost-efficiently selecting inventory for maximum coverage at the lowest price. The frequency and strength of the media airing on core and high-profile cables contributed to the pop culture exposure starting to buzz on TV and internet, from parodies on Leno to Letterman to coverage on morning news. With heavily concentrated media buys in the back half of the year, DirayTV made sure that by the time shoppers hit stores for the holidays America knew all about the Snuggie® Blanket.
While other companies scaled back their advertising in a down economy, DirayTV helped Allstar capitalize on available airtime, blanketing the marketplace and running frequency on broadcast, syndication, and national and local cables for low rates and high exposure. This aggressive strategy not only contributed to making the Snuggie® Blanket a globally-recognized brand name, but helped Allstar sell more than 20 million units in just 3 years.