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A Smash-and-Grab Hit from the Annals of Guerrilla Marketing

3M put $3 million on the line … protected by nothing more than its glass wrap.




A Smash-and-Grab Hit from the Annals of Guerrilla Marketing

Fifteen years ago, 3M rolled out a one-day marketing stunt to promote the strength of its new protective film, Scotchshield. The campaign was simple: $3 million in Canadian dollars was placed inside an advertising casing at a Vancouver bus stop. Members of the public were challenged to break the Scotchshield-covered glass – using only their feet — and if they did, the money was theirs. By the end of the session, the glass held firm, and the campaign became a legendary example of guerilla marketing. Would you ever be prepared to try something similar, say a 3-carat diamond in a glass case, protected by your favorite security film? (You may want to keep in mind, Tesla tried something similar with its new truck that ended in a small disaster.)

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Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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