June 29, 2011

Review: Switch Brite

Description: A stick-up light that looks like a switch
Main Pitch: "Just peel, stick and flip the switch"
Main Offer: $10.99 for one
Bonus: 2nd one (just pay processing) plus free gift
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.SwitchBrite.com
Prediction: On the Fence

This is a unique product and a great idea with a plausible reason for being. From 2006-2007, Telebrands had a hit with the light-bulb corrollary to this idea: Stick-Up Bulb was No. 28 on the Jordan Whitney in 2007. That same year and next, IdeaVillage also had succcess with Handy Switch, a remote-control light switch pitched by the late, great Billy Mays. (Speaking of which, one concern I have with the commercial is whether people will understand this is not a switch for an existing light, it is the light.)

Anyway, despite liking the item, I'm not bullish on its success. The reason, as I've written before, is the lighting category has a terrible track record of late. Telebrands alone has had three recent strike-outs by my reckoning: Light Headed, Hex Light and Flashlight Man. This one is the best of the lot, but it just may not be the right environment for a lighting item.

On a side note, for those keeping track, Telebrands is now using three unique techniques in its offers: a $10.99 price point, "find out about free shipping" and a suprise gift. I have no idea if any of that helps improve response, but they are doing it on every commercial they test these days.

1 comment:

  1. This product is more like Tap Lights, not the flashlights mentioned, its success was partially due to giving 6 in the package-- amazing!