March 10, 2008

New This Week: Set ‘N Slice, Dry Magic Towel

Another week with just two items worth blogging about. As the quarter draws to a close and we approach the dreaded “tax season,” I expect to see fewer new DRTV items being tested. Although you can test pretty much any time, most marketers just can’t bear to look at the numbers this time of year!

1. SET ‘N SLICE (2 pay, $29.95) is an electric mandolin slicer. The pitch: “Just place whatever you need to slice, dice, or shred in the hopper then ‘Set It and Get It.” The offer includes four blades, a removable storage drawer and three different size hoppers.
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
I’ve liked this item since I first saw it at the Chicago Housewares Show years ago. The only challenge I thought it faced – and it’s a killer – was the price. I haven’t changed my mind. A price of $60 just isn’t going to work on short-form DRTV. In fact, that price is at the upper limit for infomercials these days.

2. DRY MAGIC TOWEL ($19.99) is a super-absorbent towel made of PVA material. The main claim: It’s “many times more absorbent than any other towel,” and it’s “bacteria, mold and mildew resistant.” It’s also biodegradable, which makes it “green.” The offer is for two towels. The bonus is a Dry Magic Sponge. This is an Incredible Discoveries item.
Product (D7) Score: 5 out of 7*
Although it’s made of a different material, this is a third-to-market idea (see Zorbeez and ShamWow). In other words, it’s not unique enough to gain traction against its competitors. I also think the value is poor. Two towels and a sponge for $20 is no bargain when the competition is giving away five and eight towels, respectively.

Sources: “New Spots for Week Ending 3/7/08,” IMS (1); "Vol. XVII, No. 20-B for 3/7/08,” Jordan Whitney (2)

* 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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