Description: A stain remover
Main Pitch: "The same secret that museum curators trust to restore vintage clothing and priceless treasures"
Main Offer: $10 for one tub
Bonus: 2nd tub (just pay S&H)
Starring: Lori Leland, Sharon Nitzberg
Prediction: On the Fence
Even the most well-conceived campaigns for stain removers (see Whip It) seem to struggle these days, so my outlook on the category is generally negative. But I do like the pitch for this one, the credibility of the key demonstrations and the presenters. If this one doesn't work, I'm going to have to officially add stain removers to my "don't bother" list, right after lighting (see No. 10).
On a side note, I noticed and really liked a fresh idea from Hutton-Miller on how to justify the need for the second unit in a BOGO offer. They show a mom handing the product to her daughter on top of a folded stack of bright clothing. Check it out at about 1:49. It's a really nice touch.