March 31, 2008

New This Week: Light Relief, Bed-Mate, Australian Dream and more

Of this week’s four new items, three are health products. Interesting how these trends go. Anyway, here’s the report.

1. LIGHT RELIEF (2 pay, $39.95) is a handheld device that uses infrared light emitting diodes (LEDs) to relieve pain. The main claim: It directs “a powerful stream of warm therapeutic light deep into tissues, increasing circulation to target areas and relieving aches, pains and stiffness in muscles and joints.” The offer includes an adjustable hands-free strap and “how to” guide. The bonuses are a body band and a travel bag. Robert Wagner is the spokesman.
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
This product faces a huge credibility hurdle. I’ve heard that LED light can have all sorts of therapeutic properties, but this is a new concept to the general public. That means people are unlikely to believe a device like this is going to work on their tough aches and pains. The item is also way too expensive for short-form DRTV.

2. LONG LIFE COCKTAIL (Trial Offer) is a dietary supplement you mix with your favorite beverage. The main claim: “Clinically proven to reduce cholesterol by up to 15%.” The trial offer includes a one-month supply of both the AM and PM formulas and two CholesTrack test kits. The bonuses are a fitness DVD and a 30-day supply of vitamin D.
Product (D7) Score: 5 out of 7*
This is an interesting product trying to make headway in a crowded category. My gut instinct is that people will prefer the simplicity of a product like Garlique to this involved daily regimen.

3. BED-MATE ($19.95) is a tray for eating or reading in bed from the makers of Table-Mate. The pitch: It “features two quick-adjust table angles and a spill resistant lip” and “folds in seconds for quick storage right under your bed.” Online offers include: buy one, get the second one for $14.95; buy two, get the third one free.
Product (D7) Score: 5 out of 7*
While unlikely to work on DRTV because it’s not very unique and doesn’t solve a real problem, this product makes a nice addition to the Table-Mate family.

4. AUSTRALIAN DREAM ($29.95) is an arthritis cream. The pitch: It’s “the first risk-free arthritis relief product” because it comes with an “empty jar guarantee.” The bonus is three travel-size containers.
Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
This product has made a tried-and-true DRTV technique the centerpiece of its positioning strategy: “Minimize risk with a satisfaction guarantee” (No. 10 on my list of 10). However, the guarantee isn’t really that special since it’s been done many times before. Moreover, the product is fairly commonplace, expensive for short-form and targets only one segment of the DRTV audience (arthritis sufferers). The commercial is also missing many of the other nine DRTV techniques.

Sources: “New Spots for Week Ending 3/28/08,” IMS (1-2, 4); "Vol. XVII, No. 23-B for 3/28/08,” 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.

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