November 11, 2013

Tak Wrap

Description: A silicone wrap for tools
Main Pitch: "Gives you a cushioned, pain-free grip that will never slip"
Main Offer: $10.99 for three rolls
Bonus: Double the offer (just pay P&H)
Starring: Marc Gill
Marketer: For Life Products
Producer: Hutton-Miller
Prediction: Unlikely to succeed

Marc Gill makes any product seem super awesome. Hutton-Miller comes up with better demos than anyone else in the industry. But even these marketing masters cannot make America buy a product it doesn't really need ... and that's why I gotta go with a "no go" on this one. I just don't think any of the uses for this product are particularly compelling.

Of course, I was (in)famously wrong about Mighty Putty, and I could be repeating history here. Indeed, the two creatives are similar in that they follow a 'sum is greater than the parts' strategy. In Mighty Putty, no one demo was strong enough to sell the product on its own -- and some were downright silly (e.g. putting a new handle on a mug) -- but there were so many different demos in the spot there was something for everyone. And the rest of the demos combined to create an overwhelming impression that the product was critical to have around.

I can't see the same thing happening here ... But I do love that jackhammer demo!

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