April 29, 2009

Review: Lock Fresh

Description: Food storage container with pump lid that sucks out air
Main Pitch: "Keeps food fresh up to five times longer"
Main Offer: $39.95 for three containers (3/4 quart, 1 1/2 quart and 2 1/1 quart)
Bonus: Second set of containers plus a 17-piece culinary tool set
Marketer: Unknown
Producer: Unknown
Website: www.LockFresh.com
Product (D7) Score: 4 out of 7
Commercial Rating: OK

At $39.95, this campaign has no shot at success. The price barrier for short-form DRTV items is $19.99 with few exceptions. Certain categories have stretched the barrier (toys, men's fitness). Food storage is not one of them.

I know some people, especially those in love with their products, cannot accept this. Such people tend to argue that "you never know" and like to cite DRTV items that broke the rules, such as those in the categories I just mentioned. But as the great Al Ries once said: "You can always find at least one exception to every rule. You have a choice. You can either live by the rules and accept the possibility that you might miss an opportunity because you didn’t break the rules. Or you can live a life of anarchy.”

Taking the realistic view, then, this item is too expensive. It is also not unique enough to break through. There is so much activity in this category, I've grown tired of writing about it.

As for the commercial, it gets the job done but is not inspiring.

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