Big Blanket Co. Started The Idea of BIG BLANKET

A few years ago, if you told me that people would go crazy over a 10-foot-by-10-foot blanket, I might have laughed.

Who needs a blanket that big? But today, Big Blanket Co. has proved that people don’t just want oversized comfort but are willing to pay a premium for it.

Let's say you found yourself at home on a chilly evening, wrapping up in your favorite blanket, only to realize it doesn’t quite cover you the way you want it to?

It happens to all of us. You pull it up, it slips down, and before you know it, you are cold again. This everyday frustration is what Big Blanket Co. wanted to solve.

It all started with a quirky product idea but it is one of the thriving brands with clever positioning and relatable advertising today.

In Partnership With

This video features the AI Avatar of the Founder

As a founder, your personal brand is your biggest asset.
And there's a way to build it without being on camera every day.

With Ghost Videos, you get:

✅ AI-powered avatar that looks & sounds like you
✅ Scripts crafted for engagement & virality
✅ High-quality videos delivered in 24 hours
✅ Unlimited revisions

Build your influence without moving a finger.

The Big Idea:

The Power of Too Big

Most companies enter an existing market and try to compete. Big Blanket Co. did something nobody had thought of before: they created a market.

At first glance, you might think Big Blanket Co. sells THE BIGGEST blankets.

But when you look closer, you will realize they have created an entire category around comfort that never existed before. Before them, people weren’t searching for giant blankets. There was no mainstream demand for them.

But by owning the idea of oversized comfort, they made it a thing. They did all this to address those who want more, and here’s what that meant:

✅ Unmatched size – 10 feet by 10 feet (bigger than a king-sized bed!)
✅ Relatable positioning – No more fighting over the blanket
✅ A clear message – Not just a blanket, but the Big Blanket

It's a blanket that completely covers you – no tugging, no adjusting, just full comfort. They didn’t compete with other blanket brands either. They made other blankets feel inadequate. The lesson is - Don’t compete. Redefine the game.

And check out their intro video:

So, how did they make this happen?

A blanket that completely covers you – no tugging, no adjusting, just full comfort.

They didn’t compete with other blanket brands either. They made other blankets feel inadequate. The lesson is - Don’t compete. Redefine the game.

So, how did they make this happen?

Behind the Magic:

Growing with Smart Positioning

Let’s be honest. Before Big Blanket Co., no one was awake at night thinking, I wish my blanket was bigger. People were used to standard sizes.

They had never considered a problem with their blankets.

And that’s what makes Big Blanket Co’s success so interesting. They took something that wasn’t a problem and turned it into an irresistible upgrade.

They didn’t just sell a bigger blanket.

They made people feel like they had been missing out all along. So, how do you create demand for something people aren’t actively searching for?

1. They Created a Clear Before & After Story

Most people never questioned the size of their blankets because they had no alternative to compare. Big Blanket Co. changed that by making people realize their current blankets weren’t enough.

They framed their product as a new standard - something so obvious that you couldn’t return once you saw it.

So, instead of saying their blankets are gigantic, they painted a picture of what life would be like before and after using a Big Blanket. They sold the transformation from cramped and uncomfortable to fully wrapped in warmth.

Before:

➜ Feet sticking out of the blanket
➜ Fighting over who gets more coverage
➜ Constantly adjusting to stay warm

After:

↳ Everyone under one giant, cozy blanket
↳ No more fighting over space
↳ Ultimate comfort, no compromises

This contrast made the product feel like an upgrade instead of a luxury. It wasn’t about size, but never running out of blankets again.

Look at this promotional video (which doesn’t look promotional), for example:

It’s not that regular blankets got worse overnight. It’s that Big Blanket Co. reframed expectations by making the old way feel inadequate. Once customers saw the difference, their old blankets suddenly felt small.

2. They Used Relatable Problems to Hook People

Big Blanket Co. understood that people weren’t looking for an oversized blanket, so they had to introduce a pain point that wasn’t top of mind.

They focused on real-life frustration moments that customers had already experienced but never questioned. I mean, nobody wakes up thinking they need a 10x10 blanket, but a lot of people do experience tiny annoyances like:

• Sharing a blanket with a partner and constantly pulling it back

• Your feet always being cold because they don’t fit under

• Your dog stealing your blanket space

These weren’t life-or-death issues, but they were regular annoyances.

The brand made people rethink their experience with regular blankets by bringing attention to these moments. The best part was that these frustrations were easy to demonstrate visually, which made them perfect for viral marketing.

Check out this video to see how the brand matches with almost everybody’s tastes:

When people saw ads showing others struggling with small blankets, they recognized themselves in those situations. And when they saw the solution, it clicked instantly.

3. They Made It Fun and Shareable

When introducing something new, you must make it easy to talk about, and Big Blanket Co. created a product that was naturally fun to share:

• A 10x10 blanket? That sounds ridiculous (in a good way).

• Seeing NBA players wrapped up in it? Instantly memorable.

• Watching a whole family fit under one? A conversation starter.

The sheer size made it Instagrammable, meme-worthy, and viral-friendly. When people saw families, giant athletes, or pets disappearing under one blanket, it was impossible not to laugh (or imagine owning one.)

Look at how many tagged the brand on Instagram (ain’t it cute?):

This wasn’t accidental. Instead of trying to make it look sleek or luxurious, they made it outrageously big and let that be the hook.

That gave them an edge over traditional blanket brands, which focused on materials and aesthetics rather than experience and entertainment.

And when customers bought one, they wanted to show it off. They posted pictures of themselves wrapped up like burritos. They made jokes about how big it was and made the product (itself) the marketing engine.

4. They Used Humor to Make It Stick

Most blanket brands sell “softness,” “warmth,” and “luxury.” That’s been done a million times. So, Big Blanket Co. went a different route by making their marketing funny and making people laugh. Their ads said things like:

• It’s so big, it has its own gravitational pull.

• It’s like being hugged by a cloud… if clouds were actually warm.

• The blanket for people who like being cozy - but hate sharing.

These lines and the visuals made their ads (and the brand):

• Memorable (because humor sticks)

• Relatable (who doesn’t hate sharing a blanket?)

• Different (they didn’t sound like every other brand)

Instead of trying to justify their high price with premium branding, they adopted the ridiculousness and made people feel like they were in on the joke.

I especially love this clip. It makes me smile and emotional at the same time:

This strategy worked because people love to share things that make them laugh. A funny product is a memorable product. And in a world where attention is the most valuable currency, that’s everything.

5. They Used Bold, Visual Marketing to Differentiate

A 10x10 blanket sounds big to explain with just words, but when you see it covering an entire couch or wrapped around a 7-foot-tall person, it hits you.

Big Blanket Co. understood this and built their marketing around visual storytelling to make their product stand out:

• Side-by-side comparisons (regular blanket vs. Big Blanket)

• People wrapped up in the blanket like a giant burrito

• Families, pets, and even NBA players fitting under one

These images made the difference undeniable. And because the product was visually striking, it naturally grabbed attention in social feeds and made it perfect for paid and organic social media marketing.

For example, look at their visuals (and copy) on Meta ads:

And this (and more)…

This made the size impossible to ignore. Instead of just telling people that it’s big, they showed them in a way that was impossible to forget.

Where It Fits:

Making It Work For You

1. Think bigger (literally and figuratively)

Can you exaggerate an existing idea and make it feel new? Big Blanket Co. took a regular product and super-sized it. Look at your niche. Is there a way to push an idea to the extreme and own that space?

• If you sell coffee, can you create the strongest or smoothest brew?

• If you build software, can you make it so simple that other tools feel complex?

• If you sell productivity tools, can you be the most distraction-free app ever?

2. Make your product sharable

People love to share fun, extreme, or highly relatable things. Big Blanket Co. used humor to make their product a conversation starter. Can you build something meme-worthy? Something that naturally gets people talking?

3. Reposition the competition as Not Enough

Big Blanket Co didn’t say, We are better than XYZ brand. They said, Regular blankets are too small. This made people rethink what they already owned. How can you reframe your industry’s normal and make it feel outdated?

• If you sell clothing, can you say: Why settle for fast fashion junk?

• If you run a SaaS business, can you say: Stop using clunky, old-school tools?

Make customers feel like your product is the obvious upgrade.

Resources For You

• Book: This Is Marketing by Seth Godin

  Seth Godin, a reputed marketing expert, gets into the core of effective marketing in this book. It's a must-read for anyone looking to grasp the fundamentals of impactful marketing.

• Podcast: How I Built This with Guy Raz

  This podcast features interviews with founders of some of the world's best-known companies, walking through their stories, challenges, and successes. It's both inspiring and informative.

• YouTube Channel: Marketing 360

  This channel has many videos on marketing strategies, tips, and case studies. It's a great visual resource for learning about different marketing tactics and how to implement them.

Task

Here's an AI prompt and I would like you to try it on all possible generative AI tools (DeepSeek, ChatGPT, Gemini, or Claude) and see which delivers the best results.

» Value-Driven LinkedIn Content Series

Outline a LinkedIn content series for [target audience, e.g., HR professionals, SaaS founders] to position [brand or individual] as an industry thought leader.

The series should focus on educational and insightful content that solves key challenges for this audience. Include post ideas like [data insights, industry predictions, or personal success stories] and the ideal format (e.g., carousel, video).

Modification Areas: Target audience, brand, specific post types, and formats.

Example:

Outline a LinkedIn content series for SaaS founders to position ByteStream as an industry thought leader. The series should focus on educational and insightful content that solves key challenges for founders. Include post ideas like data insights on customer retention, predictions about SaaS market growth, and personal success stories. The ideal formats are carousel posts, infographics, and short videos.

That's all for today, marketers! Got feedback? 
Help us write what you need by answering the poll below and commenting.

Any requests for the next breakdown? 
Let me know by replying to this email!