Photography by Ian L. Sitren

More Than A Bag

At first look, just a wrinkled plastic bag. It has been sitting crunched up in a drawer. Actually it was a part of hugely successful marketing. If you are a bodybuilding and fitness person, you were handed one of these bags at some time.

At one of the annual, week long, planning meetings at Bodybuilding.com in Boise, the bag concept came up. At the major bodybuilding and fitness expos like the Arnold and Olympia, hundreds of companies hand out tremendous amounts of swag and product samples. The same at all of the other bodybuilding and fitness competitions around the country. So the idea was to hand out a bag that would tell people to buy their products at Bodybuilding.com.

It immediately came to my mind and I said “Find everything in this bag at Bodybuilding.com”. That was it and the bag went into production. I am sure hundreds of thousands of these bags were handed out over the years. They were even supplied for free to other companies and manufacturers to hand out with their products.

Part of a concept that was to make sure that everyone knew Bodybuilding.com and went there first for anything related to fitness and bodybuilding. It worked!

BBcom Bag

One response

  1. Wow! From humble origins to a major marketing campaign. Makes me think about attending conferences now, everyone has a bag to put swag from the conference. The recyclable plastic bag has been replace with sturdy canvas bags and travel with us shopping for groceries, hardware, etc.

    April 28, 2020 at 6:54 pm

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