Will It Blend? A year later and blending continues

At the IDEA 2007 summit, I heard the Director of Marketing for Blendtec talk about how an unknown brand getting phenomenal brand exposure thanks to one good idea, a digital camera, youtube and staying true to its brand. Blendtec launched the Will it blend campaign on YouTube a year ago to promote its blenders. These ads depicted the CEO (with all his quirkiness) demoing different products being blended. By products I mean cellphones, iphones, ipods, rakes and lots more. Millions of views later, there advertising budget is still very small but their sales have sky rocketed.


Will this work for everyone? Of course not. We don't have enough patience to watch more blending. Good ideas can only be used once or twice. But what matters is that there's a small cost to experimentation and when the experiment appears to be succeeding, that's when you shouldn't stop but keep doing more.