October 11, 2012

Pop Arts

Description: A food cutter
Main Pitch: "Create stunning, edible masterpieces ... in just minutes"
Main Offer: $19.99 for one "popper" with 14 cut-out shapes
Bonuses: Recipe book, skewers, tomato corer, strawberry huller
Marketer: IdeaVillage
Producer: Infomercials Inc.
Website: www.PopArts.com
Prediction: On the fence

I have always thought that an at-home Edible Arrangements kit could be a DRTV success. This will be a good test of that hypothesis. My only issue is the creative is all over the place. Where it focused on fruit arrangements, I thought it was really good. When it started showing elaborate cookie arrangements and the like, it lost me. Only Martha Stewart could pull off some of the ideas shown!

Other than that, I liked it -- especially the repeated use of "sonic branding" (aka the "pop" noise) to drive interest and make the product memorable.

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