Description: HD Vision sunglasses with built-in bifocals
Main Pitch: "Like two glasses in one" (sunglasses and reading glasses)
Main Offer: $19.99 for one pair
Bonus: Second pair (just pay S&H)
Marketer: IdeaVillage
Producer: Morgan James
Website: www.HDReaders.com
Product (D7) Score: 6 out of 7
Commercial Rating: Good
Full disclosure: I worked on this campaign.
IdeaVillage seems to have discovered a magic formula with its HD Vision line of sunglasses. Years ago, the original HD Vision sunglasses were a solid hit (No. 25 on the Jordan Whitney annual for 2002). Last year, the company introduced HD Vision Wraparounds and discovered another bona-fide hit that continues to sell well (currently No. 38 on the IMS Top 50).
In December of last year, IdeaVillage reintroduced its original product under the name HD Vision Ultras. So far, there's been no evidence of success despite a 6 out of 7 rating by me and a very strong offer. The curse of the line extension in reverse? Maybe. But I don't think that will apply to this product. Here's why ...
While HD Vision lenses alone may not be enough to have a hit these days, HD Vision lenses plus a unique twist seem to do just fine. In the case of HD Vision Wraparounds, the twist was that they fit over prescription eyeglasses. In this case, the twist is that they have reading glasses built in.
What's truly amazing about the success of these products is also the reason why I can only give them a 6 out of 7: They target a niche market -- people who wear glasses. I suspect the reason this doesn't seem to matter is that this group isn't a niche when you're talking about DRTV buyers, a group consisting mostly of Baby Boomers and Seniors, people who tend to suffer from age-related vision problems.
