January 13, 2010

Review: Flexi-Brite

Description: A clip-on, bendable task light
Main Pitch: "The hands-free, flexible, go-anywhere light"
Main Offer: $9.99 for six
Bonus: Three Micro-Flexis, one Extenda-Brite Magna-Lite and batteries for life
Marketer: For Life Products
Producer: Hutton-Miller
Website: www.Flexi-Brite.com
S7 Score: 5 out of 7 (?)
Missing Qualities: Needed, Clear

This campaign has a great shot at succeeding. Unlike the Widget Light, the product is correctly targeted and the uses shown are much more relevant to everyday needs.

My only concern is the offer. In a word, it's confusing. This is always a danger with "kitchen sink" type offers. There just isn't enough time in a two-minute spot to explain everything correctly, so it goes by in a blur. The viewer is left wondering  what she is getting and why she would need it. That latter question is especially relevant here because the Micro-Flexi doesn't look all that different from the regular Flexi, and the offer already includes six of those.

On the other hand, this spot is reminiscent of Mighty Putty (another Hutton-Miller commercial) in that it shows so many clever uses, the whole may be greater than the sum of the parts.

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