Description: A foot pain solution
Main Pitch: "Three layers of therapy treats even the most painful foot problems"
Main Offer: $19.99 for one in black or nude
Bonus: Treatment program, gel cell, carry bag
Website: www.HeelAway.com
Prediction: Unlikely to succeed
I see three issues with this project. One, the category hasn't been great for DRTV. The most recent attempt at a short-form orthotic, Strutz Sole Angels, wasn't big on DRTV. Two, this is a bit of a 'Swiss Army' solution in that it tries to solve several foot problems at once. That approach leads to a mushy, confused positioning statement. Third, this spot and Website are pretty heavy with claims that most likely cannot be made, which is going to slow down the campaign considerably if it does somehow manage to roll out.
