February 03, 2020

New & True: 2020 Battle for the White House

Description: A chess set
Pitch: "Memorialize this historic election"
Offer: $39.99 for the set
Bonus: 2nd set (just pay a separate fee)
Marketer: Telebrands
Rank: No. 22*
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DRTV companies have a long history of cashing in on election fever. See, for example, my special report from 2008, Telebrands' Trump Thumb Flag from 2016 or Trumpy Bear, which is topping the charts again this week.

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* DRMetrix Weekly Top 40, Short Form Week 5 (Source: AdSphere)

New & True: No Stitch

Description: An adhesive powder
Pitch: "The easiest way to hem, mend and fix your clothes ever"
Offer: $19.99 for the heat wand & bottle of powder
Bonus: Double the powder (free), free shipping
Marketer: Emson
Rank: No. 20*
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Telebrands originally tested this project in January of 2019. A year later, it has switched marketers and is now in rollout.

The project is reminiscent of the Old Gold item Mighty Mendit (from Media Enterprises, now Top Dog), which starred the late, great Billy Mays and peaked at No. 37 on the 2010 JW Annual.

Since then, several attempts to bring it back have failed. They include: Tristar's attempt with the original product, Liqui Sew (2014), Emson/Paragon's tactical version, TacMender (July 2018), and Allstar's Secure Stitch (November 2018).

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* DRMetrix Weekly Top 40, Short Form Week 5 (Source: AdSphere)

January 13, 2020

The 2019 True Top 50


(Click to see the complete chart)

It's time once again to reveal the best of the best. Congratulations to the new champions of 2019!

TRUE TOP MARKETER

This will be a bit anticlimactic as I had already announced who my 2019 pick was going to be when IdeaVillage sold the Flawless/Finishing Touch line to Church & Dwight for nearly $1 billion. That announcement stands. For this unprecedented accomplishment, your 2019 True Top Marketer is IdeaVillage.

The marketer also happened to be No. 1 in equivalized TV spending, topping $73 million if you add up all 11 of their top 50 campaigns. Emson was second in this ranking at $62 million.

However, if IdeaVillage hand't pulled off the feat of the decade, and I used my usual method of ranking, Emson would have topped IdeaVillage by having three more rollouts in the top 50. Here's the Big Five ranking:

  1. Emson (14)
  2.  
  3. IdeaVillage (11)
  4.  
  5. Telebrands (9)
  6.  
  7. Allstar (3)
  8.  
  9. Ontel (3)

I used spending to break the tie between Ontel and Allstar. (It was close!)

TRUE TOP PRODUCER

With IdeaVillage using one primary producer for its branded work, your 2019 True Top Producer will also come as no surprise: Blue Reef. This is Mr. Fanjoy's 3rd title.

Three of the top producers are becoming quite predictable as they appear in the top five every year. For 2019, they are your top three. Here's the ranking:

  1. Blue Reef (10)
  2.  
  3. Hutton-Miller (9)
  4.  
  5. Paddock (5)
  6.  
  7. Kerrmercials (4)
  8.  
  9. Sullivan (3)

Bluewater technically tied with Sullivan for number of rollouts in the top 50. I again used spending to break the tie.

TRUE TOP FEEDER

I'm retiring this category due to lack of competition. For those who are interested, Paragon Products had four in the top 50: Bell+Howell Tac Visor (No. 7), Bell+Howell Tac Glasses (No. 30), Bell+Howell Tac Amplifier (No. 36) and Bell+Howell Flip-Up TacGlasses (No. 39).

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January 06, 2020

New & True: Clean Zone

Description: A CPAP cleaner & sanitizer
Pitch: "Cleans, sanitizes and eliminates 99% of germs and bacteria"
Offer: $99.99 for one
Bonus: Mask-sanitizing bag (free)
Marketer: Top Dog
Producer: Hutton-Miller
Rank: No. 16*
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The leader in this category is SoClean.

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* DRMetrix Weekly Top 40, Short Form Week 1 (Source: AdSphere)

November 01, 2019

New & True: Pac N Stack

Description: Vacuum storage bags
Pitch: "Pack all your clothes in half the space"
Offer: $19.99 for a pump and 4 bags
Bonus: Double the offer (just pay a separate fee), free shipping
Rank: No. 17*
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Space Bag storage packs were on the Jordan Whitney annual from 2000 all the way until 2013. The campaign was in the Top 10 in 2002, 2011 and 2012, peaking at No. 4 (in 2012). That makes the concept one of the most gold of old, so it's no wonder this campaign for a similar product has found its way into the DRMetrix Top 40.

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* DRMetrix Weekly Top 40, Short Form Week 43 (Source: AdSphere)