Description: A curved back device
Main Pitch: "Helps alleviate lower back pain"
Main Offer: $19.95 with heat pack
Bonus: 2nd heat pack free
Producer: Infomercials Inc.
Website: www.TheraCurve.com
Prediction: N/A
The Web site for this campaign is down, so it would be un-sporting to make a prediction. However, I've been aware of this item for some time, so I will share my original thought: "unlikely to succeed."
The reason is simple: Others have tried and failed with similar items. Comfort Curve (No. 3) failed in 2010, and LayBack (No. 2) failed in 2008. To use another favorite catch-phrase: In DR, the third time is never the charm.
This case study is also instructive for another reason. When a producer has a major hit, people start to think of them as infallible. They also start to believe creative is more powerful than it really is. But while creative brilliance can take a good item and make it great (see Snap-2-O), it can't sell an item people ultimately don't want.
