November 11, 2013

Pop Top

Description: A jar opener
Main Pitch: "Lets you pop loose any lid with just a touch"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: The Schwartz Group
Prediction: Unlikely to succeed

Opening jars can certainly be a problem from time to time, but how big of a problem is it? I ask because the few attempts to solve it with a DRTV product have been met with a yawn from prospective buyers.

For example, not even the huge success of the One Touch Can Opener could keep the One Touch Jar Opener from a quick death. And Black & Decker's expensive contraption for serious sufferers of this problem (Lids Off) would be lost to memory if it weren't for archives like this one.

Still, category history alone wouldn't be enough to kill this one for me if it weren't for the additional credibility challenge. Don't get me wrong: The commercial does a great job of making it look like, as the talented writers at TSG put it, "if you can press a doorbell, you can use" this product to easily punch a hole in a metal lid. I just don't think America will buy it -- literally.

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