November 25, 2012


Description: A microwave steamer
Main Pitch: "[The] flexible silicone solution for steaming all kinds of food"
Main Offer: $12.99 for one with recipe book
Bonus: Double the offer (just pay separate fee)
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Prediction: Unlikely to succeed

As I explained in my recent review of Rapid Red Express, I think microwave cooking is a dead DRTV category -- and even the industry's top pitchmen (Marc Gill in the previous case, Sully in this case) can't sell past that fact.

Not that some of the solutions being offered lately haven't been interesting. For instance, I really liked the Perfect Micro Crisper because the idea of making crispy food in the microwave is novel -- albeit hard to believe. This item has the reverse problem: It's believable (microwaves can certainly steam food), but the food options are fairly limited. The lead item in this spot is a steamed omelet, which (besides sounding awful) should tell you something.

Much of the rest of the pitch mimics Lovin' Leftovers, which flopped, so I don't see this one going very far.

1 comment:

  1. What sets your blog apart from the JW and IMS is perspective. Hits and bombs of the past that marketer should have considered (or ignored) before they made the spot would save new and old DRTV pros a great deal of money and headache.