August 21, 2012

Heel Away

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
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.


  1. On 10/31/2012 I ordered 2 sets of the Heel Away braces. I paid extra for delivery within 7-10 days. On 11/28/2012, I canceled the order and requested a full refund. As of today, 1/15/2013, I have received neither the product nor my refund. This company, Heel Away, is a scam and a rip-off.

  2. I ordered heelaway about 10 days ago, took 5 days to get it but the minute I put it on my foot felt better. I can't believe how much my pain has diminished in just a few days. Instructions say I have to wear it for about 2-3 weeks to wipe out my pain, but I'm convinced this product is legit. Definitely has worked for me.