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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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It’s Going to Set Us Up Very Nicely for Retirement

You’ve worked hard all your life. And if you’re like most jewelers contemplating retirement, you’re hoping that your going-out-of-business sale will add to your nest egg — with minimal complications. That’s exactly what Doug and Jacki Friedrich, fourth-generation owners of Friedrich Jewelers Inc., of Vernon, Conn., experienced when they selected Wilkerson to run their sale. “Jewelers who are contemplating a sale should go with Wilkerson because of their experience,” says Doug. And with financial goals “exceeding expectations,” the couple can now focus on enjoying the next chapter of their lives. “It’s going to set us up very nicely for retirement,” says Jacki. “The money’s coming in and we have no complaints. It’s been wonderful.”

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