Throwing things into a blender and seeing what happens

Manufacturer of commercial and home blenders Blendtec has produced a marketing web site Will It Blend? which features short videos of the company's CEO and new Internet blending icon Tom Dickson throwing all sorts of unusual objects into one of their blenders, to see what happens. (The videos are also on YouTube, and of course they have a blog, cleverly titled Will it Blog?)

There's a miniature profile of Tom Dickson in Utah Business Magazine.

When Jamba Juice told Dickson the $14,000 blender package was too expensive, he cut them a deal, asking simply for a nickel of every sale. Now, with 50 million smoothies sold each year, Dickson says it was one of the best deals he ever made.

"Will It Blend?" is sort of a blender-themed entry in the style of David Letterman's crowd-pleasing stunts such as "Throwing things off the roof," "Crushing things in a pneumatic press," and "Will it Float?" (I suspect that only guys find this stuff fascinating.)

Comments (10)
  1. Tom says:

    That is one heck of a blender!

  2. Anna Ternbloom says:

    Then I guess I find stuff like a guy :-)

  3. Mike says:

    That reminds me of these videos demonstrating industrial shredders:

  4. Matt says:

    "Will it Float?" is the pinnacle of this business.

    "Will it Blend?" is nothing, and will be nothing until they bring in a grinder girl and a hula girl

  5. BossyJoe says:

    My wife loves "Will it Float?", and she’s pretty girly, so I don’t think it’s entirely a guy thing.

    I, of course, am just in love with grinder girl.

  6. Francis says:

    My Mom still teases me about how I was "too literal-minded" when I was four years old.  She tells a story of making a birthday cake for my brother.  At one point we were mixing ingredients and the recipe called for shaved orange rind.  My mom said smilingly "time to put in the orange."  Naturally I picked up the orange on the counter and plopped it into the running mixer.  It didn’t mix.  Maybe if we had had one of these fancy blenders…

  7. Spire says:

    It should be noted that the "Will It Blend" Web site was originally inspired by the venerable British educational programme "Is It Emulsifiable?"

  8. Mike Dunn says:

    I *heart* the Grinder Girl too.

    Those blenders at Jamba aren’t all that. They work fine for a month or two, but inevitably they stop blending well. You can tell this has happened when the blender jockeys have to bang the pitcher on the table and stop/restart/switch blenders five times before the stuff gets blended enough to be drinkable.

  9. Hi,

    what I find most interesting about these (ingenious) video clips is that this must be the cheapest way possible to advertise for a product while still being highly effective.

    Think of it: The blenders wasted are probably engineering samples or defective, rebuilt devices. Spreading them over YouTube doesn’t cost them a penny neither for placing them there nor for the bandwith.

    And finally the videos are so unique that they get picked up by the press which leads to free PR.

    Still: The blenders are good and the videos the greatest thing ever, so I’m happy for them.


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