May 26, 2010

Review: Flip 'N Easy

Description: A hybrid dust mop and wet mop
Main Pitch: "The only mop that dusts and mops at the same time without the need for buckets or expensive replacement pads"
Main Offer: $19.95 for one and a Mini
Bonus: Double the offer (just pay P&H)
Marketer: Simon Wright
Starring: Saul Judah
Prediction: Unlikely to succeed

It's good to see Mr. Judah again. I hadn't seen him since the Sweep 'N Mop days. I guess like actors, pitchmen can get typecast. Mr. Judah seems to be the (hybrid?) "mop guy," and there haven't been a lot of successful mop items recently ... which brings me to my point.   

Mops are a horrible category for DRTV. Why? In a word: "Swiffer." P&G came along and just dominated this category, making the task of competing a little like trying to market a new laundry detergent or toothpaste.

Occasionally, there are glimmers of hope. Smart Inventions' Smart Mop has had a nice run at retail. But so many other DRTV mops by major players have bombed. Telebrands' Gorilla Mop and IdeaVillage's Sonic Mop are recent examples. It's just one of those categories where the odds of success are lower than average.

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