July 08, 2013

Bug Out Brella

Description: An umbrella cover
Main Pitch: "Lets fresh air in and keeps the bugs out"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.BugOutBrella.com
Prediction: On the fence

I like this concept a lot, but in addition to the seasonality issue it may be slicing the market a bit too thin. The Allstar hit Magic Mesh, for which this product would have been a great line extension, worked on any door in the house. Since all houses have at least one door, the "every household in America" ideal for market size was achieved. But not every household has an outdoor table with an umbrella -- although there may be enough households for this to work. We'll see.

As for the commercial, I thought it hit all the right notes. I especially liked the main pitch, but something about it sounds familiar?

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