June 06, 2013

Weekly Round-Up

Squeezy Freezy retail packaging

  1. Squeezy Freezy. Pitch: "Squeeze, squeeze, squeeze to freeze." Marketer: Ontel. Producer: Hutton-Miller. Comments: This is a line extension of Slushy Magic, and it's already fully merchandised at Target. I'm noting it here because Ontel is trying to make sure it is both the head and tail of this potential Ouroboros. I wonder if Ice Cream Magic had anything to do with it? [ss]
  3. Bed Bug Adios. Pitch: "The new way to say goodbye to bed bugs for good." Comments: Third to market (after Fabriclear and Sleep Tight) with a me-too solution ... and then there's that contrived problem. [ss]
  5. Betta Basket. Pitch: "The revolutionary new basket planting system." Comments: Few things are less exciting than a 'better than' plant basket. [ss]
  7. Create A Cake. Pitch: "Create almost any shape [cake] you can imagine quickly and effortlessly." Comments: This is a neat item, but it doesn't solve a problem (like Perfect Brownie) and doesn't capitalize on a trend (like Bake Pop). As a result, it doesn't really have a shot and will probably go the way of other dessert items that had similar shortcomings (e.g. Cake Cone, My Lil' Piemaker). [ss]
  9. Cutting Edge. Pitch: "The greatest innovation in the history of lawn care." Comments: Hyberbole much? Actually, all of that braggadocio obscures the USP, which is pretty compelling: You don't have to mow this grass. [ss]
  11. Double Back. Marketer: Contour Products. Pitch: "The perfect solution to support your legs, hips and spine." Comments: The Contour Leg Pillow was a bona-fide hit back in the day, but an attempt to bring it back a few years ago went nowhere. I don't see how muddying the pitch with a lumbar-support mat is going to change that outcome. [ss]
  13. Fresh Licks. Pitch: "Lets dogs clean their own tongues of bad breath." Marketer: Telebrands. Comments: A 'fast fail' -- and the second one for this pitch in as many months (see Brushy Bowl).
  15. Glow To Bed. Pitch: "The so soft, so cuddly, huggable buddies that let you draw on their bellies with magical light." Comments: As if this category weren't crowded enough! Forget plush in general: If you count the different SKUs, there are easily a dozen light-up plush toys on the market. Besides, Ontel beat them to market with a much better item. (Fun Fact: The first glowing plush toy ever tested, Lenfest's Glow Buddy in February of 2012, came with a light pen as a bonus.) [ss]
  17. Night View. Pitch: "The glare-reduction glasses that turn fuzzy and dull into clear and bright -- even at night." Comments: These are basically the frames from HD Vision Aviators with the lenses from HD Night Vision Wraparounds. Not a bad idea -- except the claims are a bit sketchy. [ss]
  19. Stretch and Fresh. Starring: Joe Fowler. Pitch: "The amazing, stretching silicone storage covers you just stretch, grip and press for the perfect seal." Comments: The Website isn't working, so this may be a 'fast fail.' (You can see the spot here.) In any case, this is an attempt to bring back Chef Tony's Smart Lidz from 2007. [ss]
  21. Super Spare. Pitch: "A two-minute, resuable tire repair and inflating system." Comments: Preparedness is the opposite of impulsiveness -- and most cars have a 'good enough' solution in their trunk that's just called a "spare." It may not be super, but it gets the job done. As for the creative, it contains a great example of the opposite of "easy as 1-2-3." I joke around sometimes and call this mistake, "easy as 1-2-3-4-5-6-7-8-9." The spot is practically a video manual! [ss]

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