Here's my periodic report on the latest DRTV commercials to hit the airwaves ...
1. FRESHINI PRO-STICK (2 pay, $14.95) is a cordless kitchen power tool with multiple attachments. The offer includes a stick blender attachment and an electric knife attachment. The bonus is a whisk attachment. No URL
Comments: Long shot. What makes this product unique is also its greatest liability: Its many functions. There's just too much here to cram into a two-minute spot. Additionally, there are a many superior products on the market that perform these same functions. And the price is high for DRTV.
2. MICRO-GRILL (2 pay, $19.95) is a small, Foreman-style grill that goes in the microwave. The heat-conducting plates are supposed to give you grilled food at microwave speed. The offer includes a cooking guide and recipe cards. The bonus is an additional set of recipe cards and special spacers that let you cook pastries in the microwave. www.MicroGrill.com
Comments: Unlikely to succeed. The pitch is unconvincing. Millions of DRTV buyers own and love the Foreman grill. I don't think they're sitting around wishing they had a faster version of it. As Prof. Christensen would say, the Foreman grill is a "good enough solution." Moreover, the problem this product solves (rubbery microwave meat) isn't hit hard enough in the spot, further weakening the pitch. And the price is high for DRTV.
3. AIRBLOX ($14.95 trial/$99.99) are inflatable building blocks for kids. They're over-sized and multi-colored, and can be used to build castles, rocket ships, houses, etc. The offer includes 12 blocks with connecting clips and clip bag, an "imagination guide" and the air pump. www.Airblox.com
Comments: Unlikely to succeed. Too narrow and too expensive for DRTV. Cool item for another marketing channel, though.
4. LITTER LOCKER ($19.99) is a cat litter disposal system. It looks like a diaper disposal and has a built-in supply of liners with a cutter. The offer includes a scoop and an eight-week supply of liners. The bonus is a laser pointer/cat toy (just pay S&H). This is a Telebrands item and a Blue Moon commercial. www.BuyLitterLocker.com
Comments: Close, but ... It only appeals to cat owners, which reduces the odds of having a big hit. Plus, cat owners most likely have come up with or purchased a solution to the "smelly litter box" problem.
5. LATIN CARDIO ($19.95) is a workout routine that combines Latin dance moves with a cardio workout routine. The offer includes a DVD and a soundtrack. The bonus is a nutritional eBook. www.LatinCardio.tv
Comments: Unlikely to succeed ... in short-form. It was only a matter of time before someone tried this variation of the hugely successful Hip Hop Abs program. But short-form is the wrong form. As a show, this could be a smoker since Latin dance moves are more popular than Hip Hop dance moves.
6. JOTARA RELIEVE IT ($29.95) is a pain-relief product. The offer is buy one, get one free. The bonus is free shipping. www.Jotara.com
Comments: There is little to distinguish this pain reliever from the dozens of other products on the market. [Editor's Note: This entry has been edited for accuracy.]
7. KINOKI ($19.99) are foot pads that are supposed to draw harmful toxins out of your body as you sleep. The offer includes 14 pads, a two-week supply. The bonuses are a lifetime supply of pads (monthly auto-ship, just pay $9.99 S&H) and a tube of Pampered Solutions Foot Scrub. www.BuyKinoki.com
Comments: They use Japanese reflexology as an explanation in their pitch, something that lacks credibility with the American mass market.
8. CORE RHYTHMS (30-Day Free Trial) is a workout routine that combines Ballroom Latin dance moves with a cardio workout routine. Features testimonials from Len Goodman of ABC's "Dancing with the Stars" and Mary Murphy of FOX's "So You Think You Can Dance." The offer includes four DVDs. www.CoreRhythms.com
Comments: Unlikely to succeed ... in short-form. This one has an even better shot of succeeding than Latin Cardio. Using well-known celebrities from two popular dance shows as testimonials is a brilliant idea. But again, short-form is the wrong form. As a show, this would be a big hit and could possibly even blow Hip Hop Abs off the charts.
Source: "New Spots for Week Ending 6/22/07," IMS
