August 08, 2008

New This Week: Shake and Sparkle, Vidalia Slice-It and Gorilla Mop

I'm traveling abroad this week, so I'm off my usual schedule. However, I did find time to review three new items.

1. SHAKE AND SPARKLE ($9.99) is a jewelry cleaning solution. It consists of a jar with a cushion inside that's filled with a chemical fluid. You put your jewelry inside, screw on the lid and then shake the jar. The pitch: "The fast, easy and safe way to super-shine your rings, necklaces and bracelets until they sparkle like new." The offer is buy one, get one free (just pay S&H). This is a Telebrands product. www.ShakeAndSparkle.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments:
This is a simple and affordable solution to a common problem. On the other hand, there are many solutions to this problem already on the market, up to and including inexpensive ultrasonic cleaners. Plus, dull jewelry isn't a pressing, everyday problem. So it's really a toss up as to whether this product will sell.

2. VIDALIA SLICE-IT ($19.95) is a kitchen slicer. It consists of a rectangular container with a 'plunger' cover that forces food through a set of blades. The pitch: It's the "fastest, easiest and safest way to slice vegetables, fruits, meats and cheeses." The offer includes a storage container and a cleaning tool. The bonuses are a set of thin slicing blades and a set of wedging blades, free (just pay P&H). This is a National Express product pitched by Billy Mays. www.BuySliceIt.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments:
I see only one problem with this product: It is yet another slicer/dicer. How many of these gadgets will people buy? This is also the fourth product in the Vidalia line, which started with the hit Chop Wizard and grew to include two less successful items: the Chop It and the Slice Wizard. When it comes to line extensions, the odds of success seem to decrease the further along you go. That said, this product is much more interesting than its two predecessors.

3. GORILLA MOP ($29.95) is a self-wringing mop made of PVA strips. The pitch: It's "the best and the last mop you'll ever need " because it's "so strong and absorbent , it cleans virtually any surface and dries it at the same time." The offer is buy one, get one free (just pay S&H). Includes a lifetime guarantee. This is a Telebrands product pitched by Andrew "Mr. Mop" Bernard. www.GorillaMop.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments:
This item reminds me of a 1990s infomercial hit: the Smart Mop. It has the same self-wringing feature and super-absorbent properties. However, this version has two major weaknesses. One, it's about $10 too expensive for short-form DRTV. Two, it's made of a material with which most people are unfamiliar (PVA), and the commercial does not adequately explain the material or give viewers a "reason why" it's desirable.

Sources: “New Spots for Week Ending 8/1/08,” IMS (1-3)

* 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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