September 14, 2020

New & True: Flippity Fish

Description: A cat toy
Pitch: "Flips, flops and wiggles just like a real fish"
Offer: $19.99 for one with pole & free shipping
Bonus: 2nd one (just pay a separate fee)
Marketer: Ontel
Producer: Brandstar
Rank: No. 28*
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Cat toys are hit or miss, but every few years there's another hit. The last one was Allstar's Pop N Play, which was No. 38 on the 2019 True Top 50.

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* DRMetrix Weekly Top 40, Short Form Week 37 (Source: AdSphere)

CaraMia Bra

Description: A criss-cross bra
Pitch: "You won't even know you're wearing a bra"
Offer: $59.99 for 3 (choice of color)
Bonus: Double the order for 50% off, free shipping
Marketer: Allstar
Rank: No. 22*
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This campaign made the Top 40 back in July (Week 28), but it appears I never posted about it.

The product follows in the tradition of long-form hits such as Rhonda Shear's Ahh Bra (2011) and Tristar's Genie Bra. The latter was on the short-form charts from 2011-2013 and was developed into a huge line of other bra products.

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* DRMetrix Weekly Top 40, Short Form Week 37 (Source: AdSphere)

August 03, 2020

New & True: Star Belly Dream Lites

Description: A plush toy & night light
Pitch: "A star-gazing dreamworld...shepherds your child off to sleep"
Offer: $29.99 for one (choice of seven characters)
Bonus: None
Brand: Dream Lites
Marketer: Ontel
Producer: Hutton-Miller
Rank: No. 8*
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Dream Lites was a 2012 True Top Spender. This product has elements of that hit as well as two items that dueled in 2013 but did not roll out: Telebrands' Tummy Lites and IdeaVillage's Flashlight Friends.

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* DRMetrix Weekly Top 40, Short Form Week 31 (Source: AdSphere)

New & True: Angel Sleeper

Description: An orthopedic pillow
Pitch: "Designed to give back and side sleepers a better night's sleep"
Offer: $39.99 for one (standard size)
Bonus: Buy two, get free shipping
Brand: Copper Fit
Marketer: IdeaVillage
Producer: Blue Reef
Rank: No. 7*
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This tested in the fall of last year. In 2019, all of the major marketers tried at least one pillow.

Tests included Allstar's Slumber Zone; Emson's Better Comfort, Zip Sense and U-Fill Pillow; Ontel's Cool Gel Pillow and Adjustable Miracle Bamboo Pillow; and Telebrands' Egg Sleeper.

So far, this is the only one to make it to "New & True."

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* DRMetrix Weekly Top 40, Short Form Week 31 (Source: AdSphere)

New & True: Bionic Spotlight

Description: A solar-powered security light
Pitch: "Automatically turns on the instant motion is detected"
Offer: $19.95 for one with free shipping
Bonus: 2nd one (just pay a separate fee)
Brand: Bell+Howell
Marketer: Emson
Producer: Opfer
Rank: No. 6*
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This is the second security light Emson has tried. In March, they tested Bionic Light, which was originally called Bionic Ball.

There have been several Bionic hoses as well, including Bionic Flex Pro, which I posted in June.

Several other security lights have been tried by other marketers. Telebrands did one in 2017 under the Atomic Beam brand called Dynamic Duo. A few months later, Ontel tested another one called Night Hawk.

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* DRMetrix Weekly Top 40, Short Form Week 31 (Source: AdSphere)