I'm back on track and all caught up, so here's a timely report on the latest DRTV spots to air.
1. GROUT STAR ($19.95) is a kit for cleaning and sealing grout. The main claim: "Restore your grout to like new," and "apply it just once,and you’ll never scrub your grout again." The offer includes a bottle of deep cleaner, a bottle of sealer, an application brush and a chamois. The bonus is a bottle of Permashine (adds shine to tile) and a grout repair kit for fixing missing or damaged grout. www.GroutStar.com
Product (D7) Score: 7 out of 7*
Commercial Rating: Poor**
Comments: This is a winning product idea (7 out of 7!) saddled with a bad commercial. To fix this spot, I would start over with a new spokesperson, shoot 'wow' demos that capture the transformative effect of the product, and clarify the strong but confusing offer --among other things. With the right commercial behind it, this could be a major hit.
2. PRO GAUGE ($19.99) is a gauge that screws onto a propane tank and tells you how much gas you have left. The main claim: "Never run out of gas again." The bonus is a 19-piece cutlery set with carrying case (just pay S&H). This is a Telebrands item. www.PropaneGasMeter.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product is out of season and will fail for that reason alone. But even in season, it would face several challenges. First, the running-out-of-propane problem is not very painful, in my opinion. It doesn't happen often, and most BBQ grills have some built-in method for determining when you're running low on gas. Many people even buy a back-up tank as a solution to this problem. Second, the price is high relative to the value: A gauge for $20 is just not a compelling deal, even with the knives thrown in.
3. LIDS OFF JAR OPENER (2 pay, $24.99) is a countertop appliance for opening jars. The pitch: "Takes the struggleout of your hands at the touch of a button." No Bonus. This is a Black & Decker item. www.BuyLidsOff.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This product isn't unique -- similar solutions exist, including a modest hit/line extension called the One Touch Jar Opener -- and it is priced high for DRTV. However, this is a great holiday item and should do well enough in the run-up to Christmas to justify its budget.
4. FULL BAR (Soft Offer) is a weight loss plan featuring all-natural bars. Before every meal you eat a bar, drink a glass of water and then wait 30 minutes before eating. The main claim: "Clinically proven to help people lose an average of 40% of their excess body weight in just three months." www.FullBar.com
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: P.T. Barnum is reputed to have said, "There's a sucker born every minute." Some marketers believe you should add to that phrase, "especially when it comes to dieting." But even the most gullible dieters won't fall for this obvious ploy. Eat less by filling up your stomach with healthy stuff before every meal? If people could live by those rules, they wouldn't be spending millions on diet products that promise you can eat all you want and still lose weight!
5. POWER TWIST ($199) is an exercise device for improving your twist. www.PowerTwist.us
Product (D7) Score: 2 out of 7*
Commercial Rating: Awful**
Comments: I only included this spot in my report so I could, for the first time ever, use the "awful" rating. Enough said!
Sources: “New Spots for Week Ending 12/7/07,” IMS (1, 2, 4, 5); "Vol. XVII, No. 8-B for 12/7/07," Jordan Whitney (3)
* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.
