September 04, 2013

Fill N' Flavor

Description: A pan for making filled cakes
Main Pitch: "Create amazing cakes filled with ice cream, fruit, pudding, whipped cream and more"
Main Offer: $19.95 for the three-piece set
Bonus: 2nd set (just pay P&H)
Marketer: Allstar
Producer: The Schwartz Group
Prediction: Unlikely to succeed

This is the first "Perfect" project I've reviewed that doesn't start with that branded word (for obvious reasons). Rather, it is brought to you "by Perfect Cookware," which will create an interesting challenge should this go to retail. It's also noteworthy because DR marketers routinely struggle with this issue when brand extending. Witness, for example, Tristar's attempt to brand extend the "Genie" line.

Moving on, I am beginning to think most items in the baking category are a sucker's bet. I'll have more to say on this in the September issue of Response, but that is the main reason for my prediction. Otherwise, if anyone has a shot at making an item like this work, it's this team. They are the True Top Marketer and True Top Producer, after all.

1 comment:

  1. Hasn't this product been done before on TV?? It is not new.