Hey guys, Nikolas here.I was recently reading the book Contagious, where I discovered the amazing story of Blendtec – a small food procession solution company based in the US, who were able to utilise video marketing to grow their company to $56 million in revenue. I wanted to share this story with you, and show you how you can learn from the ‘out of the box’ video marketing strategy helped their product go viral.
In the world of kitchen appliances, where competition is fierce and innovation is key, Blendtec’s story stands out as a beacon of marketing genius. Despite their blenders being top-tier in terms of power and durability, Blendtec was struggling to gain significant market traction. This post dives deep into the story of how Blendtec, through its groundbreaking ‘Will it Blend?‘ campaign, not only captured the world’s attention but also revolutionised its sales, setting a new standard in the food processing solutions industry.
The Genius of ‘Will it Blend?’
It all started in an unexpected way. Tom Dickson, Blendtec’s founder, was conducting a stress test on his blenders, which involved blending wooden boards. This unusual scene caught the eye of George Wight head of marketing at the time, who saw potential in this unconventional approach. The marketer realised that while most blender advertisements focused on typical functions like blending smoothies or pureeing soups, they could highlight Blendtec’s blenders’ unique strength and durability. Thus, the ‘Will it Blend?’ campaign was born, turning the mundane act of blending into an engaging and memorable spectacle.
The Campaign That Went Viral
‘Will it Blend?’ was no ordinary marketing campaign. It was an internet sensation that pushed the boundaries of traditional advertising. In each video, the Blendtec blender faced off against seemingly indestructible objects – from gadgets like iPhones to seemingly unblendable items like golf balls. These videos weren’t just demonstrations; they were thrilling shows of force, proving that Blendtec blenders were unlike any other in the market. This approach was not only entertaining but also effectively communicated the product’s exceptional quality in a way that traditional advertising could never achieve. The campaign’s success was evident in its viral nature, with millions tuning in to watch these blending feats, eagerly anticipating each new challenge.
Impact on Sales and Industry
The impact of ‘Will it Blend?’ was monumental. The campaign in total reached over 293 million views. But it didn’t just draw eyes, it converted viewers into buyers. After seeing the blender take on indestructible objects, viewers were convinced that this was the blender they needed to have at home, in their restaurant, or in food processing warehouses.
Blendtec’s sales skyrocketed by an astonishing 738%, a figure that few marketing campaigns can boast. This surge in sales catapulted Blendtec’s revenue, which peaked at $56 million, as per a recent report by Zippia. More than just boosting sales, ‘Will it Blend?’ redefined Blendtec’s place in the market. The brand was no longer just another blender company; it was a symbol of innovation and unmatched quality in the food processing solutions industry.
Lessons in Marketing Innovation
The ‘Will it Blend?’ campaign is a masterclass in marketing innovation. It demonstrates the power of thinking outside the conventional advertising box. In today’s digital age, where consumer attention is fragmented and fleeting, the Blendtec campaign shows how creative, bold marketing can make a brand stand out. It’s a clear example of how a well-executed, unconventional marketing strategy can not only draw attention but also forge a lasting impression, driving sales and growth.
Blendtec’s journey from just another blender manufacturer to an industry leader through ‘Will it Blend?’ is an inspiring story of marketing innovation. It’s a reminder that in the digital age, unconventional and creative marketing can lead to extraordinary success. As businesses strive to make their mark in an ever-crowded marketplace, let Blendtec’s story inspire a blend of creativity, courage, and innovation in marketing strategies.
This is just one of many companies who have utilised an unconventional marketing approach to showcase the benefits of their product/s, captivate audiences, and monetise those views into sales.
Here’s a few more that have leveraged from this strategy:
Sleeping duck showed how their mattresses were ‘sag free’ by completing an outrageous stress test, steam rolling their mattresses on a worksite. The video generated 6.9 million views.
Mous Case were able to demonstrate how durable their cases are by dropping an iphone wrapped in their case from a bungee jump, which racked up 28,000 views.
If you’re looking to brainstorm a marketing approach for your product that could potentially go viral, feel free to book in via my calendar here.
Have a wonderful day!
Written by Nikolas Jamieson