3M and Wal-Mart Team Up for a Magically Successful Promotion

When 3M received the chance to make its 3M Mounting Products with Command Adhesive Wal-Mart’s Volume Producing Item (VPI) for 2000—a program to increase a specific product’s sales 10-fold—it asked Padilla Speer Beardsley to help develop its strategy and a proposal to win the bid. To educate and enthuse Wal-Mart sales associates about the 3M product, PSB conceived a sales theme, "Your Wish Is Our Command," created a cartoon mascot, the Command Genie, and hired Barbara Eden, of I Dream of Jeannie fame, to kick-off the program. 3M won the VPI business and PSB implemented a multifaceted program, including a store and associate sales contest, seasonal and interdepartmental point-of-purchase displays, creative employee events and a newsletter. To date, the program has exceeded 3M and Wal-Mart expectations: sales are 1,100% ahead of last year.