January 09, 2010

Rounding Out the Year, Part 2

1. PERFECT MEATBALL
Description:
A special pan for cooking meatballs
Main Pitch: "The fast easy way to make mouthwatering meatballs that never sit in fat"
Main Offer: $19.95 for one with recipe guide
Bonus: Quick-prep food chopper
Marketer: Allstar Marketing
Producer: The Schwartz Group
Website:
www.PerfectMeatball.com
S7 Score: 6 out of 7
Missing Qualities: Needed (?)
Comments: The score I gave this one is deceptive because I think the product is missing a critical quality: It doesn't solve a real problem. I won't pretend to speak for America, but I doubt imperfect meatballs are anything more than a minor nuisance to most people.

2. CRAZY CRITTERS
Description:
A stuffing-free squeak toy for dogs
Main Pitch: "Lies flat, and it doesn't have one bit of stuffing for your dog to get at"
Main Offer: $10 for the Flippy Fox
Bonus: Rascally Raccoon FREE (just
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.BuyCrazyCritters.com 
S7 Score: 5 out of 7
Missing Qualities: Needed, Different (?)
Comments: Excellent commercial. Bad product. It can be tempting to view pet products as one of those "anything will sell" categories, but there are limits. You still need to solve a real problem and have a point of difference that matters to people.

3. GOLD'S GYM ABS
Description:
An ab exerciser
Main Pitch: "Fun, fast and most importantly, it works"
Main Offer: $49.95 for one
Bonus:
Exercise ball, three workout DVDs and a healthy eating guide
Marketer: Icon Health and Fitness
Website: www.GoldsGymAbs.com
S7 Score: 4 out of 7
Missing Qualities: Different, Uncrowded, Motivating (?)
Comments: Is the Gold's Gym brand worth this much of a premium? I think not. More to the point, this product isn't different enough or credible enough to become the next ab hit. To me, it's less innovative than previous solutions.

4. CHILL AWAY
Description:
A fleece without a zipper
Main Pitch: "The super-stylish, cuddly shawl with sleeves"
Main Offer: $9.95 for one in black, periwinkle or plum
Bonus: Second one free (just pay additional P&H)
Marketer: Allstar
Website: www.GetChillAway.com
S7 Score: 4 out of 7
Missing Qualities: Needed, Different, Uncrowded (?)
Comments: It's clear this is meant to be a line extension to Snuggie, but this may be an extension too far. A fleece shawl with sleeves is really just a fleece without a zipper. I'm not sure why anyone would want that.

5. KNIFTY KNITTER
Description:
A simplified knitting system
Main Pitch: "The fast, fun and easy way to knit almost anything you can imagine"
Main Offer: $19.99 for several looms, finishing needle, hook tool and project booklet
Bonus: Project DVD
Marketer: Provo Craft & Novelty
Website: www.MyKnitter.com 
S7 Score: 4 out of 7
Missing Qualities: Needed, Targeted, Clear (?)
Comments: The craft category has a terrible history when it comes to DRTV. I think that's because the market is too narrow to sustain a rollout campaign. Add to that a slightly cheesy, too-young creative with a confusing offer, and you have a campaign that is highly unlikely to succeed.

Prepared by Lynda J. Moore.

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