Connect with us

Brainstorms

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.

mm

Published

on

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.)

Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Most Popular