B2B Marketing Lessons from Stove Top’s Thanksgiving Dinner Pants

November 23, 2017

by Carla Johnson

To allow people to “enjoy more of Thanksgiving in comfort and style,” Stove Top designed a pair of unisex maroon pants with an elastic waistband. But they didn’t stop there. They fashionably accented the pants with a stretch band featuring an image of stuffing. And because you’ll be hungry later in the day, they feature XXL pockets to stash your goods.

Goofy? No doubt.

But here’s what B2B marketers can learn from Stove Top’s example:

Be delightful

People shared the news of the stretchy pants because it made them laugh. Stove Top took a shared experience that every American deals with on Thanksgiving – overeating –  and put some fun behind it. And people noticed…

Be bold

Stove Top’s don’t-take-ourselves-too-seriously approach was bold. I’m sure there were plenty of R&D people and CFOs who found this ridiculous. I can hear the push-back now…”But if we make fun of how much people eat on Thanksgiving then people will buy and eat less stuffing and that means our sales will tank!” Seriously…just like Stove Top, B2B companies need to relax and not be bold. We have to stop taking ourselves so seriously.

Be timely

Stove Top took advantage of an event that everyone’s paying attention to and tapped into it. Would the same pants have worked at Easter? Unlikely. Great ideas are made even better with the right timing.

“This is the stuff Thanksgiving is made of and the perfect way to enjoy Thanksgiving dinner in comfort and style,” Stove Top’s infomercial temps viewers. The Thanksgiving Dinner Pants come in sizes S – XL and you can buy them for $19.98. If you don’t have yours yet, you can see when the sold-out items will be available again at www.thanksgivingdinnerpants.com.



About Carla Johnson


Carla Johnson is a world-renowned storyteller, an entertaining speaker, and a prolific author.

Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action. Her work with Fortune 500 brands has served as the foundation for many of her books.

In her latest project, Fast Forward Files, she contributes to a larger collection of thoughts by some of the world’s greatest minds -  Shazam co-founder Dhiraj Mukherjee, activist and entrepreneur Heather Mills and behavioral designer, technologist and mental-health champion Peter Trainor. Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking. 

Today, she travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.