The art of marketing a ‘boring’ product

Here’s another brilliant example of taking a not-so-exciting product, and using a live brand experience to breathe life into it and make people look at it in a different way.  
 

Mattress company Casper invited around 100 New Yorkers to have breakfast in bed – at night – for an event dubbed #BreakfastInBedFest. It was part of the company’s first anniversary celebrations that encompass a series of live events.  
 

The brand set up several bedroom vignettes that were lined with beds topped with Casper mattresses and decorated with reworked breakfast-themed art masterpieces. ‘American Gothic’ now featured sausages on a fork; ‘The Girl With The Pearl Earring’ was holding a glass of orange juice; and Michelangelo’s Sistine Chapel ceiling was reimagined with a stack of pancakes.

Toast-shaped coasters made of cork also brought the breakfast theme to the bar, where the drinks served included breakfast spins on a bloody Mary, mimosa, and a coffee-based cocktail. Local brunch specialists provided the catering for the evening, which consisted of traditional New York brunch fare such as bagels, lox, and cream cheese as well as black-and-white cookies.

A printed hashtag throughout the venue reminded guests to post to social media. And guests were invited to wear breakfast-theme costumes with images of eggs, bacon, and other foods and pose for photos. 
 

I’ve said it once and I’ll say it again. There is in actual fact no such thing as a ‘boring product’ – just plain, boring marketing. It is ultimately down to the brand’s marketing activity as to whether said product is perceived as boring or entertaining. Using an interactive brand experience is a great way of ensuring that your product is perceived as exciting and consequently desirable. 

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