Description: A gadget for resurfacing wiper blades
Main Pitch: "Make old windshield wipers work like new in just seconds"
Main Offer: $10 for one with five Wizard Wipes (microfiber cloths)
Bonus: Double the offer (just pay P&H)
Starring: Richie "Bulldog"
Marketer: Howard-Boscher
Website: www.GetWiperWizard.com
Prediction: Likely to succeed
This campaign has most of the S7 qualities. It solves a common problem. It's different. And Telebrands' Windshield Wonder proved there's a market for these types of solutions. So will this campaign succeed? It really depends on two things.
First, will people want to clean and resurface their wiper blades when replacing them is an easy option? At Sears.com, quality wiper blades are available from as little as $6.99. The average price is likely higher than that, but not high enough to make this a compelling money-saver. So it has to be convenience that drives this purchase, and I'm not sure that's motivating enough.
Two, how will people react to Richie "Bulldog" as a pitchman? He's clearly an amateur, so his success or failure will depend on whether people like his personality. I'm skeptical. If the spot doesn't produce good results, I would test a "product as hero" version next.
Otherwise, this is one of those items I can see catching on. It just depends on how big the "auto solutions" category really is.
