Description: Nail clipper with lighted magnifier and "catcher" for clippings
Product (D7) Score: 6 out of 7
SURE CLIP
Main Pitch: "The world's most advanced nail clipper"
Main Offer: $10 for one clipper
Bonus: 4-in-1 Miracle Nail Buffer, double the offer (just pay separate P&H)
Marketer: Ontel Products
Producer: Unknown
Sure Clip Website: www.GetSureClip.com
Commercial Rating: OK
CLIP IT CLEAN
Main Pitch: "Illuminates, magnifies and cleans up for you"
Main Offer: $10 for one clipper
Bonus: Double the offer, Professional Callus Remover (just pay separate P&H)
Marketer: Merchant Media
Producer: The Schwartz Group
Sure Clip Website: www.ClipItClean.com
Commercial Rating: Good
I doubled up on this review because both of these commercials tested around the same time. Of the two commercials, the Clip It Clean is the better one. It gets right to the point. The Sure Clip commercial takes forever to get to the key features of this product: The lighted magnifier and the catcher for clippings. Too much time is spent in the beginning of the spot describing the clipper itself.
As for the offers, the Sure Clip wins because the nail buffer bonus is more relevant. Clip It Clean's callus remover might have come across as a better value, but for some inexplicable reason the commercial shows but does not describe the three extra heads that come with it.
As for the product, don't let the high rating fool you. This product has a deadly weakness: It doesn't solve a real problem. You can follow the opening of these commercials and shoot down the problems, one by one. "Can't see your fingernails well enough to clip them?" That's what glasses and lamps are for. "Sick of nasty nail clippings all around your home?" If so, cut your nails over a trash can like everyone else. "Do you dread painful, jagged cuts with your rusty old nail clipper?" Not really, I just throw the old one out and spend $2 on a new one. (Walgreens is selling one that even catches nail clippings for $2.19.) "Sick of cheap nail clippers that tear your nails?" All right, then spend $5 and get a top-of-the-line clipper. Etc.
I'm being a bit flippant, but here's the bottom line: The lighted magnifier feature isn't enough to carry a campaign (see also LumaTweeze) and the other interesting feature of the product, that it catches clippings, isn't very exciting. I think regular old nail clippers are another "good enough" solution that most people aren't dying to see improved.
