July 18, 2013

Weekly Round-Up


Brand Extension Attempt No. 2

  1. Detail Doctor Wiper Rx. Starring: Danny "The Count" Koker. Marketer: IdeaVillage. Pitch: "Re-sharpens and restores your blades' dull edge." Comments: This was IdeaVillage's second attempt to brand-extend Detail Doctor (Wheel Jelly being the first), but the site is already down. You can still watch the spot here.
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  3. Amp Booster. Pitch: "The fast, easy, portable way to pump up the volume on all your mobile devices." Marketer: SAS Group. Comments: Similar to IdeaVillage's Egg Beats, but with a much better spot! Same value question applies, though: Why buy this when you can buy a real mini speaker at Wal-Mart for just a few bucks more? [ss]
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  5. Ball Pets. Marketer: Telebrands. Pitch: "Fun plush balls with a pet pal inside." Comments: Surprising to see Telebrands jumping into this given the competition -- not to mention this is plush test No. 456,789. At least this one didn't have a cutesy jingle ... although I'm not sure 'kid rap' is much better. [ss]
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  7. Bathroom Secret. Pitch: [Same as last time.] Comments: This is a second attempt with a less juvenile-sounding name. My other concerns still apply, however. [ss]
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  9. Easy Ties. Marketer: Telebrands. Pitch: "The fast, easy shoelaces you never have to tie." Comments: A 'fast fail.' In DR, the third time is never the charm (see Loafer Laces and Ready Laces). Interesting that Telebrands has tested all three! [ss]
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  11. Hair Genie. Marketer: InvenTel. Pitch: "Not your ordinary hair turban." Comments: Actually, it looks just like your "ordinary hair turban" to me. More to the point, these are still widely available at retail and this item is still not 'Old Gold'. The site is down, but you can watch the spot here. [ss]
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  13. Instant Vanity. Marketer: Allstar. Pitch: "The easy-to-use makeup organizer that sticks to your mirror." Comments: Another 'fast fail,' but you can still watch the spot here. [ss]
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  15. Kevin Trudeau's Financial Freedom. Pitch: "Two national best sellers offered together for the first time." Comments: This is Free Money and Debt Cures in one package. [ss]
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  17. Screen Magic. Pitch: "Screens look new in just minutes ... Just spray it on and it's done." Comments: Amateur hour. [ss]
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  19. Sleevey Magic. Starring: Lisa Brady. Pitch: "Now you can feel comfortable, confident and stylish when you wear your sleeveless tops and dresses." Comments: This item is second to market long after IdeaVillage's Amazing Arms, and it is $10 more expensive. Not exactly a recipe for success when competing with one of the industry's top retail players. [ss]
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  21. Whipper Snapper. Pitch: "The whisk that does the hard work for you." Starring: Anthony Sullivan. Marketer: Telebrands. Comments: A 'fast fail' and more proof that the third time ... (See Sonic Whisk and Better Beater.) You can watch Sully's pitch here. [ss]

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