May 25, 2011

Dueling Slushy Makers

Review: Easy Freezy

Description: A slushy maker
Main Pitch: "Turn any drink into a frozen treat"
Main Offer: $10.99 for two
Bonus: Two more plus recipe guide (just pay processing)
Marketer: Telebrands
Prediction: On the Fence

Yesterday, I reviewed Ontel's Slushy Magic. Today, I was alerted to the fact that Telebrands is testing this similar item (HT: Lana R.) in a Khubani vs. Khubani showdown. Comparing the two, I give the edge to the Ontel campaign for two reasons.

First, I think the Slushy Magic commercial is correctly positioned toward kids only. This commercial tries to have it both ways, but the argument for an adult buying this item to make coffee drinks is weak. Plus, the name and the jingle at the end clearly make this product for kids only, so the time spent selling adults is ultimately wasted time. This is not to mention that when it comes to making commercials that appeal to kids, no one does it better than the Hutton-Miller team. Advantage Ontel.

Second, the design of Slushy Magic seems superior to the design of this  product, which sacrifices mug capacity for a chilling core that also keeps the slushy cold. That's a nice feature and a good selling point to be sure, but I think the perception will be that the mug can't hold much liquid -- a stronger, offsetting weakness. Advantage Ontel again.

On the other hand, this offer is much stronger than the Slushy Magic offer (and $2 cheaper!) -- advantage Telebrands -- and the commercial is pretty solid otherwise, so anything is possible.

No comments:

Post a Comment