July 31, 2008

New This Week: Dentek Jaw Pain Relief, Pet Vac & Color Me Gemz

Only three items this week, and all three are outside of the zone where I typically focus (pure-play DRTV hard goods). If you feel somewhat unsatisfied after reading this week's update, check out my mid-week post on the latest bona-fide hits. It's much more interesting.

1. DENTEK JAW PAIN RELIEF ($14.95) is a pain relief cream. The pitch: "It's made for jaw pain." The offer is buy one, get one free. This product is from the makers of the Comfort-Fit Nightguard. www.Dentek.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments:
For a short, branding-style commercial, this one hits a lot of the tried-and-true DRTV techniques. For that, I give them credit. But the product has no real shot at a payout. It's a typical DR Catch-22: To be successful in DR, you need to be unique. But if you focus narrowly to be unique, you end up being too niche.

2. PET VAC ($24.95) is a system for vacuuming loose fur off pets. The pitch: "Vacuums as you brush" so there's "no mess to clean up." The trick is the 15-foot hose, which allows the noisy vacuum to be in the other room, so it won't spook pets. The offer includes the hose, collection canister and suction de-shedding tool. The bonuses are a bottle of de-shedding shampoo and a bottle of de-shedding conditioner free, just pay S&P. Then they also include a vacuum lint brush free. This is a Vac Buddy product. www.PetVac.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments:
This is at least the third time this product has been tried on DRTV. Let me begin by saying: I like the item and always have. Three years ago, when it was new to the market, it could have been a major hit. But as is often the case with campaigns handled by inexperienced players, the opportunity was lost. Now, it's too late.

3. COLOR ME GEMZ ($19.99) are gems kids can color in and then wear, or use to decorate things. The pitch: "Bling your hat, bling you purse ... bling just about anything!" The offer has 100 pieces and includes a 33-piece bracelet set, a 22-piece necklace set and four markers. The bonuses are stick-on Gemz, 40 rainbow beads and two extra markers. This is a Fisher-Price product. www.ColormeGemz.com
Product (D7) Score: 3 out of 7*
Commercial Rating: Good**
Comments:
I've pointed out the DRTV shortcomings of kid products enough times on this blog, so I won't bother to rehash them. As for this specific product, it's noteworthy because it's being done by Fisher-Price. Many big brands have embraced DR marketing over the years, but this is one of the first kid-targeted brands I can think of. On a side note, "bling" doesn't have a very good history on DRTV. About two years ago, it was all the rage, and several DRTV players tried their hand. No doubt most thought their products would be the next incarnation of the Bedazzler. But none of them succeeded. (Come to think of it, even the Bedazzler tried to make a comeback and failed.)

Sources: “New Spots for Week Ending 7/25/08,” IMS

* 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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