July 18, 2013

Handy Shelf

Description: Under-sink shelving
Main Pitch: "Turn your unorganized cabinet disaster into a spectacular solution"
Main Offer: $19.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Cole Media
Website: www.GetHandyShelf.com
Prediction: On the fence

I am generally down on organizational products because of the category's poor track record and certain beliefs I have about the mass market. However, this creative moved me from 'unlikely to succeed' to 'on the fence.' (I also want to commend the scriptwriter for his or her restraint. Some have been unable to resist forcing the rhyme when writing lines like the main pitch above.)

The saving grace is the versatility of the product and the potential space optimization it offers. Unlike organization, space optimization has a good track record on DRTV, so this could be the exception that confounds the rulemaker!

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