October 11, 2012

Triple Sonic

Description: A 3-head sonic toothbrush
Main Pitch: "Proven to thoroughly brush the front, back, sides and top of your teeth, all at the same time"
Main Offer: $10 for one with extra head & stand
Bonus: Double the offer (just pay a separate fee)
Starring: David Jones
Marketer: Telebrands
Website: www.TripleSonicToothbrush.com
Prediction: On the fence

Back in the day, one of the fastest ways to achieve short-form success was to identify a successful long-form product and create your own, value-priced version. (I am choosing my words carefully so as not to imply judgment.) Lately, that approach has become less common -- although it hasn't gone away entirely. The Ahh Bra/Genie Bra example comes to mind.

This is another case in point. The long-form success is 30 Second Smile from Ideal Living (formerly Sylmark), which sells for 2 payments of $29.95. This value-priced version has a very similar pitch (get results in 30 seconds, brush all parts of your teeth at once) but sells for just 1/6th the price. A guaranteed winner, right?

Not necessarily. If ever there were a chance to prove the theory that price communicates quality (a dubious idea, in my opinion), this is it. A $10 professional-quality sonic toothbrush should be a contradiction in terms. But the bigger issue for me is that 30 Second Smile has been on the market for years. If there was ever a short-form opportunity, I think it has passed. We'll see.

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