Will It Blend? How D2C Brands Can Use Viral Marketing to Capture Attention

In the ever-evolving world of marketing, few campaigns have made as lasting an impression as Blendtec’s “Will It Blend?” series. Launched in 2006, the campaign became one of the earliest viral marketing phenomena, turning a simple question—“Will it blend?”—into a global sensation. Today, Direct-to-Consumer (D2C) brands have adapted and evolved similar strategies, using humor, shock value, and audience engagement to build brand awareness and loyalty. Let’s explore what made Blendtec’s campaign so successful and how today’s D2C brands can leverage similar tactics to stand out in a crowded market.

How Blendtec’s “Will It Blend?” Campaign Worked

Blendtec, known for its high-powered blenders, faced a challenge: how do you get people to invest in a premium-priced kitchen appliance when competitors are offering cheaper alternatives? The answer was simple yet brilliant: make blending items like smartphones, golf balls, and even iPads the new norm.

Key Elements of the Campaign:

1. Humor & Shock Value: The central hook of the campaign was the outrageous premise of blending unexpected items. Watching Tom Dickson, the company’s founder, blend an iPhone or a crowbar was shocking, funny, and highly shareable. It was content that people couldn’t resist talking about, making it an ideal recipe for virality.
2. Audience Participation: Blendtec didn’t just create content in a vacuum—they invited their audience to suggest items for blending. This sense of community involvement made the campaign feel more interactive and gave viewers a reason to come back for each new episode.
3. Product Demonstration with a Twist: The genius of the campaign was that, while it was fun and unpredictable, it also demonstrated the true power of Blendtec blenders. Viewers saw the blenders crush everything in their path, which helped reinforce the product’s durability and strength. This wasn’t just a gimmick; it was proof that Blendtec’s blenders could handle even the toughest ingredients.
4. The Personal Touch: Tom Dickson’s quirky, deadpan persona made the campaign feel authentic. It wasn’t about slick commercials or flashy ads; it was about the real, unscripted nature of someone blending the unblendable.

Current D2C Brands: Evolving the Formula

Fast-forward to today, and D2C brands have taken inspiration from campaigns like “Will It Blend?” while adapting them for modern audiences. The internet has evolved, social media has become central to brand engagement, and consumers expect brands to take risks and be bold.

Here’s how today’s D2C brands can use similar tactics to make waves in their industries:

1. Building a Strong Brand Personality
   Modern D2C brands understand the value of building a unique brand personality. Take Squatty Potty as an example. Their viral ad, featuring a unicorn pooping rainbow ice cream, is a perfect blend of humor and relatability, similar to Blendtec’s approach. The humor is outrageous, yes, but it also demonstrates the effectiveness of the product. This “shock value” marketing draws attention while reinforcing the product’s purpose in a fun and memorable way.
2. Leveraging Social Media for Real-Time Engagement
   Brands like Glossier and Bumble have taken “Will It Blend?”‘s audience engagement approach to the next level. These companies actively engage with customers on social media, using polls, contests, and direct communication to build a community. This real-time interaction gives followers a stake in the brand’s content, which drives loyalty and even encourages UGC (User-Generated Content).
3. Collaborations and Influencers
   Another key evolution in viral marketing is the rise of influencer partnerships. D2C brands now leverage influencers to amplify their message and expand their reach. While Blendtec’s “Will It Blend?” featured a founder doing all the blending, modern D2C brands often collaborate with influencers to blend entertainment and product demonstrations. Think about Mejuri, a jewelry brand that works with influencers to create viral content, or Ritual, a vitamin brand that uses personal stories and influencer content to demonstrate its product’s benefits.
4. Creative, Bold Content that Breaks the Mold
   D2C brands today understand that in order to get noticed, they have to do something that breaks the mold—something people haven’t seen before. Dollar Shave Club took the internet by storm with a hilarious and unconventional commercial that featured the brand’s founder, Michael Dubin, delivering an offbeat monologue. The ad became one of the most-shared commercials of its time, much like the “Will It Blend?” series did for Blendtec. D2C brands embrace boldness and creativity, offering memorable, shareable content that both entertains and educates.
5. Viral Challenges and User-Generated Content
   The rise of TikTok and Instagram Reels has allowed D2C brands to capitalize on viral challenges. Brands like Oatly and Aerie are known for initiating challenges that encourage users to create their own content—similar to how Blendtec let fans suggest items for blending. When users participate, it makes them feel like part of the brand’s journey. Brands tap into the viral nature of user-generated content to build momentum and reach new audiences.

Suggestions for Current-Generation D2C Brands:

1. Experiment with the Unexpected: Don’t be afraid to take risks with your marketing. Blendtec demonstrated how blending an iPhone might sound like a terrible idea, but it was exactly what made it viral. D2C brands should experiment with unconventional product demos or bold storytelling. Whether it’s trying extreme stunts or creating content that surprises, it’s essential to push boundaries to capture attention.
2. Incorporate Humor into Serious Topics: Use humor to address serious problems. Modern D2C brands can follow in Blendtec’s footsteps by combining humor with practical demonstrations. For instance, a wellness brand can show how their product helps with a common problem (like stress) using a humorous sketch or quirky analogy.
3. Maximize User-Generated Content: Just like Blendtec invited fans to suggest items for blending, today’s D2C brands should encourage their customers to share their experiences. Whether through TikTok challenges, product reviews, or Instagram stories, UGC helps create a sense of community and enhances brand trust.
4. Don’t Forget the Personal Touch: Authenticity is key. Blendtec’s success was partly due to Tom Dickson’s authentic personality. Today’s D2C brands should continue to humanize their brands, showing the faces behind the product, whether that’s through a founder’s story, team behind-the-scenes content, or live interactions on social media.
5. Collaborate Creatively: Influencers and content creators are essential in today’s marketing landscape. However, D2C brands should be looking for unique collaborations, like teaming up with influencers for live product testing, or partnering with brands in totally different industries to create something exciting and new. The goal should be to create something fresh that excites the audience.

Key Takeaways for Modern D2C Brands:

• Humor and Relatability: Take risks with humor. Whether it’s blending random objects or creating absurdly relatable situations, humor is an effective way to break through the noise and connect with consumers.
• Engage Your Audience: Invite your customers into the conversation. Ask for their input, create interactive content, and involve them in your brand’s story.
• Be Bold and Creative: D2C brands that succeed in viral marketing aren’t afraid to push boundaries. Blendtec showed us that blending a phone isn’t just about the blender; it’s about making a statement. Take risks with your content and be willing to experiment.
• Capitalize on Social Media: Social media is an essential tool for building a community around your brand. D2C brands are leveraging platforms like TikTok, Instagram, and YouTube to get their products in front of the right audience—and keep them engaged.

Conclusion: The Future of Viral Marketing

Blendtec’s “Will It Blend?” campaign was groundbreaking, but in today’s fast-paced, content-saturated world, D2C brands continue to push the envelope on creative, viral marketing. The basic principles of humor, engagement, and boldness remain as important as ever—but now, with new tools and platforms, brands can reach more people faster than ever before.

By embracing the same strategies that made “Will It Blend?” a success—whether through influencer collaborations, user-generated content, or shocking product demonstrations—today’s D2C brands are continuing to turn heads and create lasting impressions in the minds of their consumers.

So, the question remains: Will it blend? For the modern D2C brand, the answer is a resounding yes—and they’re using viral marketing to blend their way to success.