As a pioneer in a new category of products deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg found that his product, a blanket with sleeves, was eclipsed Snuggie, the other sleeved blanket. Snuggie made brazen entry into the market with $ 10 million spent on television commercials. Snuggie quickly became a pop culture phenomenon, and talked about on popular television programs such as Oprah and The Tonight Show with Jay Leno, and paid tribute to the layout of the web sites such as YouTube, where hundreds of parody videos can be found. Clegg was looking forward to creating a Slanket brand. Will it mean the end of the coming of Snuggie Slanket? "Hide
by John Deighton, Leora Kornfeld Source: Harvard Business School 13 pages. Publication Date: August 26, 2009. Prod. #: 510034-PDF-ENG
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