Description: Workout rings
Main Pitch: "Use the body you got to get the body you want"
Main Offer: $14.95 for rings and anchoring system
Bonus: 7 Extreme Workout DVDs
Starring: Jake himself
Marketer: Body By Jake
Website: www.OfficialIMRings.com
Prediction: Unlikely to succeed
I confess to not understanding this category very well. What makes its target audience buy and how the DRTV-to-retail model works appear to be different than with other categories. Based on what I've seen, however, the products that break through tend to present a strong "reason to believe" the system will deliver the promised 'get ripped' results. (It also helps to have an MMA star attached to the product.)
This item doesn't credibly present such a reason. Maybe that's because working out with rings is an unusual behavior you don't see in your local gym -- versus, say, people working out with Tower 200-like cables.
As for the spot, I found it long on motivational platitudes and short on product features. Then again, it's hard to spend a lot of time talking about a pair of rings.
