Description: A button-up "dickie"
Main Pitch: "Adds the layered look you want without the bulkiness"
Main Offer: $10.99 for one set in white and black
Bonus: 2nd set in blue and pink (just pay S&H)
Marketer: IdeaVillage
Producer: Blue Moon Studios
Website: www.GetClassyCollar.com
Prediction: Unlikely to succeed
This is another test that will help determine if Ontel's Cami Secret was an outlier or a category. As I mentioned the last time this happened, Allstar's Trendy Top showed that one aspect of Cami Secret's positioning -- hiding the 'cracks' women don't want to show -- could yield success. This campaign will test another aspect of the positioning, half-garments that reduce bulkiness.
Specifically, Cami Secret concealed cleavage. Trendy Top conceals, um, rear cleavage. Both of those can be embarassing (more the latter than the former), so that presents a strong problem/solution to motivate people off the couch. The half-garment pitch, on the other hand, is more about fashion than a strong problem -- and that's why I think this one is unlikely to succeed. We'll see.
