Will It Blend?
Blendtec2006
Will It Blend? is a 2006 youTube video series for Blendtec, created in-house (George Wright).
The line
Will it blend? That is the question.
Why it works
Fifty dollars, a lab coat, and a CEO who already destroyed things for quality control. Marketing director George Wright found sawdust on the factory floor — founder Tom Dickson's two-by-two blender tests — and filmed him blending marbles, a rotisserie chicken, and eventually an iPhone. Launched on YouTube in October 2006, the series hit six million views in under a week and drove retail sales up 500–700%. It is studied as the founding case of YouTube-native marketing: authentic demonstration beats production value, the product's real capability is the entertainment, and a $50 budget can outperform a Super Bowl buy when the idea is honest. It won a Clio for viral marketing in 2008 and remains the first case study in nearly every content-marketing course.
Techniques
- Demonstration The founder blends marbles, a rotisserie chicken and even an iPhone, torture tests that prove the blender's real power on camera.
- Humour Asking whether ever more absurd objects will blend turns product testing into a comic series, fronted by the founder in a lab coat.
Sources · 3
Updated
