July 31, 2013

Dueling Stretchy Lids

Review: Stretchy Magic

Description: Stretching storage lids
Main Pitch: "Just stretch and press for a perfect seal every time"
Main Offer: $10 for a 6-piece set
Bonus: 2nd set of 6 (just pay a separate fee)
Starring: Mark (sic) Gill
Marketer: Telebrands
Website: www.StretchyMagic.com
Prediction: Unlikely to succeed

Review: Stretch and Fresh

Main Pitch: "Just stretch, grip and press for the perfect seal"
Main Offer: $14.95 for a 3-piece set
Bonus: 2nd set of 3 (just pay S&P)
Starring: Joe Fowler
Marketer: Unknown
Website: www.StretchandFresh.com
Prediction: Unlikely to succeed

My first review of Stretch and Fresh was when the site wasn't yet live, leading me to believe it was a 'fast fail.' It seems this campaign is still alive -- but not for long. For one thing, it's now facing the toughest possible competition and, in this duel, Telebrands has all of the weapons. Stretchy Magic has a stronger offer, the industry's top pitchman and a dominant distribution network behind it.

Loosely speaking, this item can also be considered an 'Old Gold' play because of its similarities to Chef Tony's Smart Lidz. However, that hit from yesteryear captured people's imaginations because it was new and unique at the time. Now that people understand how well the concept works (or doesn't work, as the case may be), they most likely won't get sold again. And since the time of Smart Lidz, big brands like Glad (see Press’n Seal®) have come out with their own solutions to the problems shown in these commercials.

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