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Not every brand is as exciting and sexy as Apple, BMW, or Red Bull. The reality is that many companies make products that are just plain boring — but just because a product may be dull doesn’t mean its marketing has to be.

But how do dull companies create content that gets so much attention? According to research by the University of Pennsylvania, viral content tends to be popular because it falls into at least one of four categories: awe-inspiring, emotional, positive, or surprising. So when viewers have one or more of those reactions, they want to share that experience with others — regardless of whether or not the product is boring…

5 Brilliant Marketing Campaigns for Boring Products