May 26, 2009

Review: Brew In 2

Description: Coffeemaker that brews in two minutes
Main Pitch: "The single-serve coffeemaker that works right in your microwave"
Main Offer: One unit for $19.99, includes insulated travel mug
Bonus: Second unit and mug (just pay P&H)
Marketer: Cricket Holdings
Producer: Blue Moon Studios

Product (D7) Score: 5 out of 7
Commercial Rating: Good

This product is different and interesting, but the big question is whether it solves a real problem. I don't think it does. Consider the problems it is positioned against in the commercial:

  • Waiting on line for a $4 cup of coffee is crazy. Yet this doesn't seem to have stopped a Starbucks from opening in every city in America. And if the price bothers people, there's always Dunkin' Donuts -- and now McCafĂ©.
  • Most of the coffee in a fresh pot ends up going down the drain. Perhaps, but this is why there are single-serve coffeemakers available at every retailer.
  • Single-serve coffeemakers cost up to $80. True. But again, this doesn't seem to have stopped people from buying them. The category has exploded over the years.

A second, related challenge for this product is credibility. In this case, I mean the perception of quality. No matter how good the pitch, people will find it hard to believe quality coffee can come out of the microwave. That is, people who care about the quality of their coffee. Those who don't will drink instant coffee. And that's the real problem with this product. It's stuck in the mushy middle.

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