Description: A leather wallet that can be used/worn like a purse
Main Pitch: "The biggest little purse ever that holds it all and keeps it organized"
Main Offer: $19.95 for one, second one free (just pay P&H)
Bonus: Gift box and flashlight keychain (comes with both)
Marketer: Allstar
Producer: Monte-Brooks
Website: www.BuxtonMicro.com 
Product (D7) Score: 6 out of 7
Commercial Rating: Good
This line extension of the Buxton shoulder bag, a bona-fide DRTV hit from 2008, stands a better chance than most line extensions of duplicating the success of its predecessor. Like the earlier product, it only has one weakness: It's competing in a category where tastes are diverse, style matters and brand names dominate. This didn't seem to matter with the Buxton Bag because it targeted an older consumer who is less conscious of these factors and more likely to value functionality over fashion. But a micro-purse seems like a younger-skewing idea, and that could make all the difference.
Another concern is the big task this commercial has undertaken: Convincing women they can replace their regular bag with a micro-purse. Based on the category and current trends, that doesn't seem likely to resonate. Women tend to buy different size bags for different occasions -- a big bag for everyday use, a clutch for going out at night, etc. It may be that this product is better positioned as a Buxton clutch, or simply a Buxton wallet.
Otherwise, this commercial does a good job of hitting the same strong notes that sold the Buxton Bag, namely "genuine leather" and the accordion-like ability to hold more than anyone thought possible.
