March 23, 2010

Review: Crispy Magic

Description: Mesh non-stick baking sheets
Main Pitch: "The fast, easy, healthy way to get a crispy, fried taste right from your oven!"
Main Offer: $10 for one large and one toaster-oven size
Bonus: Second set FREE plus French Fry Cutter (just pay separate processing and handling)
Marketer: Telebrands
Producer: The Schwartz Group
Prediction: Likely to succeed

This product gets a 6.5 out of 7 on the SciMark Seven. Half points don't really exist in my scoring system, but I had to stop short of a perfect score because, at the end of the day, this is just a mesh baking sheet!

I point that out because I'm always the first to argue this is an 80/20 game where product is 80% of a campaign's success and marketing is only 20%. I've seen too many bad or mediocre commercials do well to believe otherwise. Go back and look at some of the biggest campaigns of 2009. With a few notable exceptions (e.g. Snuggie), you won't be very impressed.

But this one is different. It turns my "DRTV 80/20 rule" on its head because because the product is so simple and unexciting. It doesn't move. It doesn't really demo. It doesn't really do anything. So kudos to Derek and his team at The Schwartz Group. I'm quite familiar with the product and the original pitch on QVC (which was also quite good). But this commercial went to the next level and really nailed it.

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