Description: A faith-based fitness program
Main Pitch: "Inspire your soul ... transform your body"
Main Offer: 2 pay of $39.95
Bonus: Two bonus DVDs, quick-start program
Starring: Donna Richardson Joyner
Marketer: Beach Body
Prediction: Likely to succeed
In recent DRTV history, we've had a successful fitness program with a Hip Hop soundtrack (Hip Hop Abs) and a successful fitness program with a Latin soundtrack (Zumba), so why not try a fitness program with a Gospel soundtrack? That's the simple way of looking at this, but there is so much more to it.
Weight issues are deeply personal and emotional (as evidenced by the testimonials in this commercial), so adding a faith element to the process is long overdue and fairly brilliant. This idea has the potential to become the next big trend in fitness because it taps into two tried-and-true DR categories at the same time: weight loss/fitness and self help. If this takes off, look for a new DVD series featuring Joel and Victoria in sweatsuits.