Cool Marketing Idea: Spray on Clothing

Check out this article and video on the latest in fashion science--clothing that can be sprayed on.  The material turns into a shirt.  It doesn't look like body paint in the end.  And the material can be re-used and sprayed again.

But the really cool thing from the article is this: 

The Guardian says [. . . ] the ultimate goal is a sanitary spray-on bandage system to instantly deliver medication, dress wounds or soothe burnt skin.

If the article and exhibit would have focused on that instead of clothes-in-a-can the only ones saying "Cool" would be the tech, medicine, and science aficionados, because they would have been the only ones to read it.  Instead, the developers of this product gave it a far broader appeal and reach in the form of a cool marketing idea.

The lesson writers should take from this?  Approachability.  How do you take your idea out from its original scope and reach the public?  I'm not advocating changing your ultimate goal any more than these scientists did; I'm talking about your marketing technique.  I'm talking about thinking outside the box.  What can you do to increase your appeal and reach by using what you've already got in a cool way?

That is an idea worth reflecting on.


Source:  Popsci (article) and Guardian (article).