November 27, 2012

Orgreenic Flip Flap

Description: A ceramic-coated pan
Main Offer: $19.99 for one
Bonus: 2nd one, batter pitcher (just pay separate fee)
Marketer: Telebrands
Website: www.BuyFlipFlap.com

I've lamented the demise of 'gentlemen's rules' in our industry before (see here and here), and this is another example.

As I recounted in my most recent column for Response magazine, Merchant Media & Allstar introduced the original Perfect Pancake in 2002, and it became the No. 2 hit of the year. A decade later, at the end of this September, they brought it back with the a new twist. Now comes this competitive product, which is essentially the original pan in green.

A few months ago, this would have been my first 'Dueling Old Gold' feature. But at this late date, it is hard to see it as anything but what it appears to be.

It's a shame, too. Under d├ętente, this idea would have been brought to market via a partnership. And who knows? It might have been a happy success. The ceramic cookware craze is bigger than anyone imagined, and there could certainly be room for expansion. Done this way, however, the project makes little sense. If pursued, it will be more bad PR for an industry that has worked very hard to overcome the stereotypes of the past.

As if the hose war isn't bad enough!

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