so there we were in nova scotia (which, in a rare occurrence of accurate information being conveyed on this blog, means "new scotland"), in a store filled with whatever the scots call tschotkes. i looked down and saw what had to be a snuggie-inspired product. it was a kilt, no wait, a towel. hang on... it was a kilt towel.
it was also clearly a failure. because on the very same shelf was the rebranded version. let's look at what the kilt towel people learned.
1) "kilt towel" is a bad name. it says what it is, but there's no magic, or as french canadians say, "magique." insta-kilt fulfills an actual need of people who ask every day, "i want to wear a kilt, but it just takes so damn long. plus, i always misplace my sporran." problem solved.
2) loneliness is bad. no lad likes to be alone when he's getting out of the shower. if someone's going to wear a towel, they're going to want to have family around.
3) historical accuracy is not important. while family members historically share the same plaid, even the scottish-est of scots can't actually recognize their pattern. ("i know it's largely green, but with a wee bit of yellow...") so having the same family wearing different plaids is a-ok.
4) like sheep on a scottish hillside, people need to be led. if a product is going to be viewed as wonderful, you have to tell them it's wonderful. hence, the additional package copy: "it's not just a towel, it's pure dead brilliant!"
5) the price is fine. once the name and packaging are fixed, this thing is clearly going to take off.