1. BOOTY POP
Description: Padded panties that enhance your buttocks
Main Pitch: "Just like the padded bra" this gives your butt "sexy curves and the ultimate lift"
Main Offer: $19.95 for one
Bonus: Second one FREE (just pay separate S&H)
Marketer: Fitness Quest
NEW! S7 Score: 6 out of 7
Missing Qualities: Targeted (?)
Comments: This campaign has a lot going for it. Whoever did the spot deserves a round of applause (email me if you know, so I can post the credit). It strikes exactly the right tone for this market and builds a ton of credibility with quotes pulled from magazines. Speaking of the market, however, I have one concern. With the exception of Bumpits, I have rarely seen a commercial targeting this demographic (let's call them "TMZ girls") succeed. And I don't think older women will be into this product. Of course, it should do really well at retail, so it may not matter. Oh, and the name? It's fun when spoken carefully, but people will have a tendency to put a double "o" in the second word, too. Or they will think this is an odd-tasting confection!
2. MAGBOLT SWITCH BLADE
Description: A knife with interchangeable blades
Main Pitch: "The only knife you'll need for all your household chores"
Main Offer: $19.95 for handle, 4 blades (filet, utility, saw, handy-hook/skinning) and a folding storage tote
Bonus: Craft/fabric blade, glass & tile cutter blade (just pay separate S&H)
Starring: Mark Gill
Marketer: TV Goods/78TVInfo
NEW! S7 Score: 5 out of 7
Missing Qualities: Different, Engaging (?)
Comments: Although this product is cool, I'm just not sure it's necessary. And while the commercial is beautifully produced, it didn't find it engaging. Perhaps more relevant and amazing demos would do the trick.
3. PALM WALLET
Description: Compact leather wallet for men and women
Main Pitch: "It's the biggest little wallet ever that holds it all and keeps it organized"
Main Offer: $9.95 for one (in black, brown or red) and credit card size magnifier
Bonus: Second one and magnifier FREE (just pay separate S&H)
NEW! S7 Score: 5 out of 7
Missing Qualities: Needed, Uncrowded (?)
Comments: I don't see many men buying this, so it's women who will have to make the campaign successful. Trouble is, I can't think of a woman's wallet that has done well on DRTV (post a comment if you can). It may be that women like their bulky wallets. Or more precisely, they value name brands and style more than practicality. Besides, there are a lot of name brands and styles competing for their attention. Then again, I could have said the same about the Buxton bag. Good thing I predicted it would be a hit instead!
4. CLEVER CLIP
Description: An ultra-secure hair clip
Main Pitch: "Simply the best way for your up-do to last all day"
Main Offer: $10 for 3 clips (gold, bronze and black) plus 3 Tattle Tails
Bonus: Double the offer (just pay separate S&H)
NEW! S7 Score: 4 out of 7
Missing Qualities: Different, Needed, Uncrowded (?)
Comments: There are so many hair solutions on the market, and this one isn't different enough to break through the clutter. Plus, it doesn't really solve a problem -- except, perhaps, for women who ride bulls. Love that demo!
5. SOCK CLIP
Description: Clip that holds a pair of socks together
Main Pitch: "Your socks go from the hamper to the washer, from the dryer to the drawer, without ever removing the clip"
Main Offer: $10 for a set of 32 in 4 different colors
Bonus: Double the order (just pay separate S&H)
NEW! S7 Score: 3 out of 7
Missing Qualities: Needed, Different, Engaging, Motivating (?)
Comments: Clients have shown me this item or a similar item at least a half-dozen times. I have always argued it isn't needed. Odd socks are a nuisance, not a real problem. Only super-anal people (I'll resist the Booty Pop joke here) care about keeping their socks together neatly at all times. And for the niche that would appreciate this solution, there have been many similar items in catalogs and at stores for decades. As for the commercial, it's about socks. Enough said.
Prepared by Lynda J. Moore.