May 23, 2013

Beauty Roll

Description: An organizer bag
Main Pitch: "The grab and go convenient new way to organize your things"
Main Offer: $19.99 for one in Rich Black, Purple Orchid or Exotic Leopard
Bonus: 2nd one (just pay a separate fee)
Starring: Joy Mangano and Patti Reilly
Marketer: Telebrands
Producer: Sullivan Productions
Prediction: On the fence

Telebrands has colloborated with Ms. Mangano before (see Fresh Sticks, Joy Readers), and this creative team has used shopping-channel stylings before (see Sully's old One Sweep commercial). But this is the first time they have completely followed the live-shopping format, essentially creating a short-form version of something you'd see on HSN or QVC. (In fact, if I'm not mistaken, Ms. Reilly is from the latter shopping channel, so both networks are represented in this spot.) Once again, I have to give credit to Telebrands for taking risks and trying new things.

As for the item, I am swayed toward the middle by the assumption that this is selling well in the channel being imitated. Otherwise, I wouldn't like the item. Although it has elements of the Buxton Bag, it seems to be mainly for travel, which is infrequent for most of America. Actually, the pitch is all over the place, throwing every possible use against the wall in the hope that something will stick -- and that is seldom a winning approach.

1 comment:

  1. Excellent on the point review. Organizing and storage is not a great tv category, but there are exceptions like Swivel Store that solves the spice rack problem.