Blendtec's 'Will It Blend?' – From Blenders to Viral Sensations

In an industry where consumer products often struggle to differentiate themselves, Blendtec, a premium blender manufacturer, turned an ordinary kitchen appliance into a global sensation. Their viral marketing campaign, ‘Will It Blend?’, revolutionized the way brands engage audiences by combining humor, shock value, and product demonstration into a winning formula.

This case study explores how Blendtec’s unconventional content marketing strategy transformed a niche product into a cultural phenomenon, skyrocketing sales, and setting a benchmark for viral brand storytelling.

The Need for Differentiation

Before the launch of ‘Will It Blend?’, Blendtec was a relatively unknown brand competing in the high-end blender market. With a premium price tag of $400+, the challenge was convincing consumers that their blenders were superior to cheaper alternatives.

While their technology was advanced—featuring commercial-grade motors and patented blade systems—the market perception was that all blenders were the same. Blendtec needed a compelling way to demonstrate its product’s superiority and justify its price point.

The ‘Will It Blend?’ Campaign

In 2006, Blendtec’s CEO, Tom Dickson, and his marketing team discovered that potential customers were skeptical about the durability and power of blenders. To prove that Blendtec’s product was the most powerful on the market, they launched a simple yet ingenious idea: blending absurd objects and sharing the results online.

Key Elements of the ‘Will It Blend?’ Strategy

🔹 1. Authentic Product Demonstration with a Twist

Instead of traditional product demos, Tom Dickson blended everyday and unusual objects—from marbles and golf balls to iPhones and even an iPad. The videos showcased the raw power of the Blendtec Total Blender, leaving viewers both shocked and entertained.

The message was simple: If it can blend a smartphone, imagine what it can do to fruits and vegetables.

🔹 2. The Power of a Relatable Spokesperson

Rather than using a professional actor or influencer, Blendtec put its own CEO, Tom Dickson, in front of the camera. His quirky, deadpan delivery and signature white lab coat added authenticity, credibility, and humor to the series.

🔹 3. Leveraging YouTube for Maximum Reach

At a time when YouTube was still in its early growth stage (2006), Blendtec took advantage of the platform’s potential for virality.

• The first ‘Will It Blend?’ video went viral almost instantly, racking up millions of views.

• With each new upload, Blendtec continued gaining momentum as audiences eagerly awaited what would be blended next.

• Today, the channel has 290+ million views and continues to attract new audiences.

🔹 4. Consistency and Community Engagement

Blendtec didn't just post one viral video and stop. They: ✅ Released consistent content with a predictable format (new objects blended every episode). ✅ Listened to their audience—fans would request items to blend, creating interactive engagement. ✅ Encouraged sharing, turning ‘Will It Blend?’ into a meme-worthy trend.

How ‘Will It Blend?’ Transformed Blendtec’s Business

🔥 Explosive Brand Awareness

• The campaign turned Blendtec from an obscure brand into a household name.

• Within weeks, major media outlets (CNN, The Today Show, The Wall Street Journal) covered the campaign, amplifying its reach.

📈 Sales Skyrocketed

• Sales increased by 700% within three years after launching ‘Will It Blend?’.

• Google searches for “Blendtec” spiked dramatically, increasing organic website traffic and conversions.

• The viral campaign led to higher global recognition, leading to expansion into international markets.

💰 ROI and Cost Efficiency

• The entire first campaign cost just $50—covering a few props and a lab coat!

• The earned media (free publicity) value was in the millions, making it one of the most cost-effective marketing campaigns in history.

The Psychological Triggers Behind ‘Will It Blend?’ Success

Blendtec’s strategy worked because it tapped into key psychological principles:

✅ Curiosity & Shock Value

• People were intrigued to see what would happen—could a blender really destroy an iPhone?

• This curiosity led to longer watch times and high engagement, fueling YouTube’s algorithm to recommend the videos more frequently.

✅ Entertainment + Functionality = Viral Gold

• Most product demos are boring. Blendtec made theirs wildly entertaining while subtly reinforcing the blender’s superior performance.

• The blend tests provided a real-life demonstration of power, convincing customers without a hard sell.

✅ Social Sharing & Meme Culture

• The campaign capitalized on shareability, making it easy for users to pass along to friends.

• Tech and pop culture blogs frequently referenced ‘Will It Blend?’ whenever a new gadget was released.

How to Replicate Blendtec’s Success

The genius of ‘Will It Blend?’ wasn’t just in the concept—it was in how Blendtec executed it. Here’s what businesses can learn:

🚀 1. Product Demonstration Can Be Fun & Engaging

• Instead of boring tutorials, find an unexpected or creative way to showcase your product’s strength.

• Demonstrate product benefits in an exaggerated or dramatic way to leave an impact.

🎥 2. Leverage Video & Social Media Early

• Blendtec was ahead of its time by using YouTube as a primary marketing channel.

• Today, brands should experiment with TikTok, Instagram Reels, and YouTube Shorts to capture similar engagement.

👨‍💼 3. Authenticity Matters More Than Production Quality

• A low-budget, authentic video with a compelling hook can outperform a high-production commercial.

• Using real people (like a CEO or employees) can add credibility and relatability to a campaign.

🤝 4. Engage Your Community & Listen to Them

• Blendtec incorporated viewer requests to blend new items, fostering user participation.

• Marketers should create interactive content, leveraging polls, user-generated content, and challenges.

A Marketing Playbook for Virality

Blendtec’s ‘Will It Blend?’ is a masterclass in viral marketing—proving that a smart, well-executed idea can outperform even the biggest advertising budgets.

By leveraging humor, curiosity, and social media engagement, Blendtec didn’t just sell more blenders—it transformed its brand into a pop culture sensation.

🔥 Key Takeaways for Businesses: ✅ Think outside the box—how can you make your product entertaining? ✅ Embrace social media early—ride the wave of new platforms before competitors do. ✅ Engage your audience—give them reasons to interact and share. ✅ Authenticity wins—people prefer raw, engaging content over polished but lifeless ads.

Even years after its launch, ‘Will It Blend?’ remains one of the most successful viral campaigns ever, proving that creativity and execution matter more than ad spend.

🔹 For brands looking to stand out, Blendtec’s playbook is a perfect place to start. 🚀

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