Description: Metal polish
Main Pitch: "Brings back the shine in half the time"
Main Offer: $10 for a tube and applicator
Bonus: Double the offer (just pay a separate fee)
Prediction: Unlikely to succeed
In 2008, Telebrands tried to bring back Silver Lightning, an item that was No. 10 on the Jordan Whitney annual in 1996. The following year, Media Enterprises tried again under its Mighty brand. They called the product Mighty Shine, and the commercial featured a memorable moment where the late, great Billy Mays appears wearing a suit of armor.
Both attempts failed.
There are lots of reasons why DR projects fail, but I think in these cases it was because the market has changed. As I wrote in my Silver Lightning review: "Years ago, tarnished silverware was a much bigger problem, one that was on every housewife's mind. These days, it's much less of a concern. I don't know if that's because tarnish-free silverware has displaced real silverware, because formal events are less frequent, or both."