October 29, 2013

Ankle Angel

Description: A zip-up compression sleeve
Main Pitch: "Get the support and comfort your ankles need"
Main Offer: $10 for one pair
Bonus: 2nd pair (just pay a separate fee)
Marketer: Telebrands
Producer: Concepts TV
Website: www.AnkleAngel.com
Prediction: On the fence

This project represents yet another opportunity to find out if a past success was an outlier or a new category. If it's a hit, then Ontel's Miracle Socks (a True Top Spender in 2011) will start to look like the latter. If it's a flop, the former.

Two other "Miracle" items failed, but I wouldn't be concerned about either one of them. Miracle Slippers were related in name only, and Miracle Hands targeted a part of the body that doesn't seem to have the same special magic as the lower extremities.

A more legitimate concern is that this product would seem to appeal mainly to seniors, and products that skew too old don't seem to have "legs" on DRTV these days. Of course, I mean no offense to the wonderful woman who gives a testimonial in this commercial. She certainly looks young and vibrant ... and strangely familiar.

One last point of interest: This commercial does not pull any punches. It goes right after compression socks, directly indicting them as difficult to put on and take off. I found that curious given the players involved and the fact that Miracle Socks still appears to be widely available at retail.

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