September 26, 2013

Wipe New Home & Outdoor

Description: Rejuvenating wipes
Main Pitch: "Renews, restores, protects and lasts"
Main Offer: $19.95 for four wipes, detail brush and gloves
Bonus: Double the offer (just pay handling)
Marketer: Wipe New
Prediction: On the fence

This is an intelligent line extension to the car wipes that did so well this year. With all the media that was aired, I can see this getting good trial at retail. But on TV? It doesn't really meet the criteria.

In fact, if not for the surprise success of its predecessor, I would immediately write this off as "unlikely to succeed." I call it a "surprise success" because so many car cleaning/detailing products have failed, I don't even bother to keep track of them all anymore.

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