From “Will It Blend?” to Business Innovation — How Creative Marketing Transforms Boring Products
Why did Blendtec’s “Will It Blend?” campaign succeed?
In 2006, with only a $50 budget, Blendtec launched “Will It Blend?” featuring Tom Dickson. The viral videos turned a mundane blender company into a marketing legend: 187 YouTube videos, 845,000 subscribers, 294 million views. The campaign proved that even in a red ocean, creativity can disrupt and dominate.
Summary: Viral storytelling can make even the dullest products desirable.
Can other industries apply the same playbook?
Yes. A drill bit company could have tried “Will It Drill?” but never acted, relying on traditional catalogs. By contrast, an equipment manufacturer could ease call centre pressure by producing tutorial videos for the top 20% of recurring problems. This approach reduces repetitive support calls, improves customer experience, and builds brand credibility.
Summary: Bold, differentiated approaches work better than repetitive, outdated marketing.
Should companies invest in video tutorials or “Hollywood-style” production?
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Reality-TV style tutorials: Low cost, practical, and evergreen.
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Hollywood approach: Using glamour and surprise to grab attention (e.g., a foreign MC in an evening gown explaining machine fixes).
Both strategies make technical content engaging, accessible, and potentially viral.
Summary: Choose between practical education and bold showmanship — or blend both.
What is the risk of not innovating?
Companies that avoid fresh approaches fall into inertia, competing only on price in crowded markets. Blendtec proved that differentiation beats discounting. Without creative positioning, businesses remain stuck in the “same old, same old” cycle, losing visibility and margins.
Summary: Innovation is safer than stagnation in today’s hyper-competitive market.
Key Takeaways
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Blendtec turned boring blenders into a viral brand through creativity.
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Any business can reinvent its presentation style — even drill bits or machinery.
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Tutorial videos save costs, while Hollywood-style storytelling creates buzz.
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Without innovation, companies compete only on price.
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Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.