Description: A personal smoothie maker
Main Pitch: "The world's only blender that mixes right inside a portable sports bottle"
Main Offer: $29.95 for one with color caps and Smoothie Guide
Bonus: 2nd kit (just pay P&H)
Producer: The Schwartz Group
Prediction: On the fence
Years ago, I worked on a product concept similar to this one that never got off the ground because of a cost-of-goods issue. But I liked the concept then, and I like it now. Also, while I rarely talk about the strength of a creative these days because most commercials are typically excellent (if it's a top producer) or typically mediocre (if it's a lesser producer), this spot deserves praise. It's excellent. It flows smoothly, hits every note and is beautifully produced. Kudos to The Schwartz Group team.
Despite all of that, I have two reservations about the campaign. The first is the price, which is what kept us out of the market years ago. Although the BOGO offer helps reduce the "perceived price" of the product, the hard price on-screen of $29.95 is $10 above the known price barrier for a short-form DRTV item. Perhaps the obvious high quality of the product will compensate for that.
My other concern: Is it too soon after Magic Bullet, which is still widely available? True, that product is more costly ($50), more elaborate and doesn't have the same exact features. But if the core market for this type of product has it, they may not be ready for a replacement.