Tribridge Connections

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Snuggie for Christmas

Published: January 27, 2010
CEO Tony DiBenedetto co-founded Tribridge and leads our strategic direction, growth and development. Read More

My daughter bought me a Yankees Snuggie for Christmas. I opened it up and didn’t know what to say. It was one of the weirdest gifts I’ve ever received. Does she really think her dad is this big dork who would actually wear a Snuggie?

I laughed it off, but it has turned out to be a great gift. It’s been unusually cold in Florida this January, and I’ve actually been wearing it at night when we watch TV. I guess this is what my daughter had in mind when she bought it.

I’ve been thinking about the Snuggie and why it’s so successful. How could a fleece blanket with sleeves become a pop culture phenomenon? Over 20 million have been sold as of last December. First on TV and the Web, and now they are everywhere in stores. Kids love them and sports teams are cashing in on the licensing.

It has to be in the message. It’s so simple it resonates with the buyer. As cheesy as it is, we all want to be warm and comfortable. The fact that I would never buy one doesn’t matter. My daughter did, and now I’m the dorky guy wearing it.

What have I learned from the Snuggie? Keep the message simple, and never forget the human element.

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