June 09, 2010

Weekly Round-Up

It's time for a little house cleaning! Here's a quick review of every item still left in my "to review" folder:

  1. zQuiet (30-day Trial). An anti-storing mouthpiece. Pitch: "Comfortable enough to wear every night." www.zQuiet.com
    Prediction: N/A
    Snoring products must work on a different model than regular DRTV products. That's my only explanation for why a product like Pure Sleep, which costs $60, made the 2009 IMS Top 50. This one is also $60, and I see it's already on the True Top 50 at No. 40, so I won't make a prediction.
  2. Knockout Abs ($9.95 Trial). A punching bag and crunch device in one. Pitch: "Combines abs, cardio and strength training into one complete, muscle-defining system." www.KnockoutAbs.com
    Prediction: Likely to succeed
    This commercial hits all the right notes for short-form men's fitness. Like the Tower 200 (No. 9 on the April True Top 50), it goes right for the MMA-loving crowd that buys these items, even featuring an MMA fighter testimonial.
  3. BareLifts ($10). Clear adhesive that lifts and holds the breasts (from TELEBrands, produced by Hutton-Miller). Pitch: "The world’s first instant, invisible solution for perfect shape and support." www.BareLifts.com
    Prediction: Likely to succeed
    I have no clue whether this problem/solution will appeal to women, but it seems like it would, and the commercial hits all the right notes.
  4. Cutter Mouse ($14.99). A paper cutter that looks like a computer mouse (from Harvest Direct, produced by Hutton-Miller). Pitch: "Lifts, slides and guides to make perfect cuts every time. www.BuyTheCutterMouse.com
    Prediction: Likely to succeed
    I learned my lesson with the Craft-Lite Cutter. It seems this category can support a DRTV campaign if the uses are broad enough, and that is certainly the case here. Plus, this spot has an awesome magic demo.
  5. Switch N Light ($19.95). A cross between Ontel's Stick 'n Click and IdeaVillage's Handy Switch. Pitch: "Light where you need it, and the switch where you can reach it." www.BuySwitchNLight.com
    Prediction: Unlikely to succeed
    Neither of the two items this is based on were big hits on TV. I also feel the lighting category is played out on DRTV. Too many failures of late.
  6. Pet Cozy ($14.99). A pet throw that absorbs odors (from IdeaVillage, produced by Blue Moon Studios). Pitch: "Designed to protect your furniture and keep your pet as cozy as can be." www.GetPetCozy.com
    Prediction: Unlikely to succeed
    I don't think this item is different enough from the other pet throws that are readily available at PETCO and Pet Smart.
  7. Handy Caddy ($9.99). A sliding base for appliances (from Milen). Pitch: "Allows you to quickly and easily slide your appliances out for use and back for storage." www.BuyHandyCaddy.com
    Prediction: Unlikely to succeed
    This looks like a good product, and the price is right. The issue for DRTV is that the problem this solves isn't frequent or painful enough to motivate people off the couch.
  8. Pocket Burger ($19.99). A kitchen gadget for making stuffed hamburgers (from TELEBrands, produced by The Schwartz Group). Pitch: "The fast, easy way to put a delicious hidden treasure inside every burger." www.GetPocketBurger.com
    Prediction: Unlikely to succeed
    This doesn't solve a problem, and I don't know how many people like stuffed burgers. Every now and then, something like this catches on, though. You never know.
  9. Pooch Powder ($19.99). A powder shampoo for dogs. Pitch: "Helps to eliminate dirt, dander and odor from your pet" and contains "botanical extracts that repel fleas and ticks." www.PoochPowder.com
    Prediction: Unlikely to succeed
    DRTV is not a good tool for changing consumer behavior, which is exactly what this attempts to do.
  10. Gourmet Genie ($14.95 Trial). An indoor "pressure smoker" (from National Express). Pitch: "Combines the speed of an expensive pressure cooker with the flavor of a world-class, outdoor smoker." www.BuyGourmetGenie.com
    Prediction: Bomb
    This commercial opens with a question: "Don't you wish you could smoke and barbecue indoors all year round?" Except for some people in Texas (where I hear smoking is all the rage), I think the answer will be "not really." A bigger problem is the eight installments of $19.95 that follow the trial. Oh, and shipping and handling is $12.95. This one is DOA.
  11. Sit 4 Ever ($19.95). A device that straps the knees to the waist to promote proper sitting. Pitch: "Sit anywhere for hours without slumping or fidgeting." www.BuySit4Evr.com
    Prediction: Bomb
    Amateur hour.
  12. Ultimate Squeegee ($19.99). A squeegee that won't streak (starring someone named Mike Wadham). Pitch: "The quickest, easiest way to clean all the windows, mirrors and glass in your home."  www.UltimateSqueegee.com
    Prediction: Bomb
    I liked the main demo, but it takes up 50% of the spot. The bigger problem is the product: It's a squeegee. It's hard to make something so common seem exciting.
  13. Epilique Threader ($14.99). An at-home threading device. Pitch: "The flawless way to take facial hair away." www.Epilique.com
    Prediction: Bomb
    Outside the South Asian community, threading is a lesser-known hair removal technique, and from what I understand it's super-painful even when a professional is doing it. Not something most would try at home.

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