The strange power of bubble wrap

True story:  I was walking downtown one day and passed a group of panhandlers asking for money.  The first one said "spare any change?"  The second one said "spare some money for a coffee?"  The third one had a large sheet of bubble wrap spread out on the sidewalk in front of him, and was holding up a sign saying "Jump on bubble wrap: 50 cents." 
I gave him five dollars.

Another true story:  we once proposed to a client whose brand was supposed to stand for happiness and optimism the idea of creating magazine ads made of bubble wrap, or just giving out strips of bubble wrap on the street for people to pop.  We said it would increase general happiness.  They said they didn't see how it would sell their products.  Needless to say, they didn't do it.

Comments

[Paul McEnany]

While it's probably understandable that whatever client couldn't see the connection, it also gets lost way too often that we should have a higher goal in what we do. Make people feel good, or happy, and even if there's not an immediate brand connection, you'll be rewarded for it in the end. Maybe it's not optimal, but it's better than running direct mail coupons every other week.

Anyway, I just found the blog a few days ago, and thought I'd let you guys know that I'm enjoying it.

Thanks!

Paul

[Jennifer]

I don't think it's a stretch to say that bubble wrap is one of the most surprising inventions of our time. Do you think anyone ever imagined when they were developing a purely utilitarian item, that it would have the kind of universal (and vaguely ridiculous) appeal that it does?

It actually becomes a great analogy for a Brand Hijack (a la Alex Wipperfurth's book), if you think about it. Letting people take your product and love it their way - even if it's not the way you had intended - and you'll foster deeper relationships you may never have expected.

[simonau]

take a look at the bum downstairs by second cup, he always have some cleaver technique to get noticed... his address is 175 1/2 bloor st east btw, he even have a postbox sometimes....

[jeffre]

Bubble wrap is also great physical therapy for a racing mind. Like meditation. A little bit of satisfying, visceral, tangible accomplishment in every tiny pop.