Will it Blend? gives cross-level promotion a whole new meaning. It “partnered” with iPhone to demonstrate the power of the Total Blender by making a video of the iPhone being blended into a fine powder. More importantly it created a purple cow while positioning the Total Blender in our minds for its remarkable power. Will it Blend? has also blended a golf driver, a rake, and marbles.
This is a purple cow if I ever saw one. It is also an idea made to stick: simple, unexpected, concrete, credible (there are live performances), emotional (no not the iPhone!), and it tells a story. The videos spread virally on YouTube (over 1.7 million views), starts conversations (even fake Steve Jobs has a take), but most importantly it tells a story about the brand.