Crap Wrap


Frustrated with trying to get the present you bought on Black Friday wrapped just right. Finding a piece of wrapping paper to get all around it, cutting the excess of the sides without cutting too much, folding up the corners causing the paper to bulge. Why not just ‘crap wrap’? (Thanks Allister)…

  • “Like all great marketing, this really doesn’t need a lot of introduction. Take a widely held consumer insight (most of us are really bad at wrapping gifts), spin it on its head (what if the store wrapped things really badly?), and use the attention this attracts to drive home a core part of your value proposition (we always gift wrap your purchases nicely without charge). Delightful and remarkable! Exactly the sort of creativity that makes the social web go round.”

Embracing wrapping failure for gift giving fun and marketing impact.