Description: A hard wallet
Main Pitch: "The revolutionary new smart wallet that keeps you organized"
Main Offer: $19.99 for one in black or red
Bonus: 2nd one (just pay a seperate fee)
Producer: Sullivan Production
Prediction: Unlikely to succeed
I think this is a solution in search of a problem. Is it really that hard to find the right card in your wallet?
The Telebrands' hit for which this is named, Aluma Wallet (No. 10 on my True Top 50 for 2011), has a much better pitch. It has the 'slim wallet' angle that has worked well before (e.g. with Ontel's Slim Clip). It's indestructible and waterproof. And (perhaps most important) its attractive design makes a unisex positioning plausible for the first time.
This wallet is, well, kinda dorky. I don't see many guys buying it -- let alone many women.