May 31, 2012

Review: Super Clean

Description: A foaming cleaner
Main Pitch: "Biodegradable foaming formulas literally eat the grease"
Main Offer: $19.95 for the Kitchen Cleaner, Household Cleaner, Grill Cleaner, Cleaner/Degreaser
Bonus: SuperCloth, free shipping
Prediction: Unlikely to succeed

This has become a very challenging category for DRTV with close to zero success since the late, great Billy Mays pitched OxiClean. If something as creative as Whip-It isn't rolling out, I don't see how a run-of-the-mill spot like this will go anywhere. The attempt to sell four different products at once won't help matters, either -- although the offer is strong to the point where I can't see them making money on the first sale. Maybe this is just an expensive attempt to gain trial?

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