July 08, 2011

Review: Lap It Up

Description: Vitamin water for dogs
Main Pitch: "Nutritional crystals you simply add to your dog's water"
Main Offer: 12 packets in 4 formulas, AquaBall dispenser cap
Bonus: Double the packets (just pay processing), free shipping
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.LapItUp.com
Prediction: Unlikely to succeed

Telebrands will test just about anything ... and that's not necessarily a criticism. However, in this case, it seems way outside the DRTV model to try to market "vitamin water for dogs" -- although I know a better bonus for the product if it catches on.

Another problem here is the offer: It's a jumble. This is a problem I often see with multi-SKU, multi-variety products like this one. They're just not conducive to short form because there's no way to present all the necessary choices without creating confusion, a sales kiler.

1 comment:

  1. Well I guess you were correct about this one sine here it is July 20th and the ad has already been removed from the Internet. The Lap it Up link doesn't work - brings you to a page of other Telebrand Products. I agree with you about the multi-varitey confusion and may I also add that as far as vitamin supplements go, those educated dog owners who might consider giving their dogs supplements, probably are not the type prone to purchase them in this manner.

    By the way, my dog is featured in this commercial (her first and probably her last) so I actually was sorry to see the commercial gone so quickly.

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