Description: A drink dispenser
Main Pitch: "The spill-proof automatic drink dispenser"
Main Offer: $19.99 for one with drink guide
Bonus: 2nd one with drink guide (free)
Marketer: Ideastream Consumer Products
Prediction: Unlikely to succeed
This is a second attempt at an item that first tested in the fall of 2009. The creative has improved markedly, but my concerns about the narrowness of the category still apply. As I wrote back then: It "really only solves a problem for mothers of young kids." The elderly are a secondary target, but most of the commercial (wisely) focuses on kids.
This raises an interesting debate that remains unresolved in my mind. Question: Can a kid's product targeted toward parents deliver DRTV success? On the one hand, we have dozens of hits where kid brainwashing and the related effect of "pester power" are obviously the keys to success. My kids walk around the house chanting the Happy Nappers and CuddleUppets songs, and they insist on calling their Cloud B ladybug a Dream Lite, which I view as strong support for the argument even though the sample size is exactly two.
On the other hand, we have ... Gyro Bowl.
You can see why I had to come down on the "unlikely to succeed" side, as much as I like this creative.
Side note: What is a "kid friendly drink guide," and why would anyone want one? Seems like a total throwaway because they don't take the time to explain it.