April 28, 2007
How Is This for a Product Name – Can Sleep?
In what I’d say is a great example of creating a brand space, the Can Sleep features a lockable door, a can-shaped refrigerator and an 11.5’ high roof that can be partially opened to let in light and air. A ladder leads to the lofted mattress, which cozily sleeps two.
Reservations for the 121 Can Sleeps at the Smukkeste Festival sold out online in just 40 seconds, so it seems the new product is getting some attention.
And although Royal Unibrew holds exclusive rights to the item for the next five years in Denmark, Can Sleeps can be purchased elsewhere in orders of 54, or 9 six-packs. Each accommodation costs about $4,000, excluding delivery charges.
I can’t help but think that this idea is so clever it is going to attract other beer marketers that are keen on the idea of their target market getting cozy with their brand name like this.
The Springwise blog reports that "Can Sleep is a great example of how meeting just the right customer need with a little creativity can pay big dividends in brand recognition." That is right on the money.
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