Description: Copper-infused compression sleeves
Main Pitch: "Designed to eliminate muscle and joint soreness" and "reduce swelling for faster recovery"
Main Offer: $19.99 for one elbow or knee sleeve
Bonus: 2nd sleeve (just pay S&H)
Marketer: IdeaVillage
Producer: Blue Reef Productions
Website: www.GetCopperFlex.com
Prediction: On the fence
Telebrands' Ankle Genie (originally Ankle Angel) is sitting atop the charts right now, and I have to admit I'm a bit surprised. I had thought it too senior in its appeal to become a big campaign. That said, I am noticing a trend where some older-skewing products are having a great run on DRTV. Whether that translates to retail remains to be seen.
In any case, the success of that item and the previous success of Ontel's Miracle Socks shows there is something to compression garments. So does this item fit the mold? Quite possibly, but I have a few reservations ...
For one thing, this pitch is very sports-focused, which takes it out of the aforementioned senior realm. Two, it may run afoul of my "only room for one" rule if it is perceived to be at all similar to Ankle Genie, which has a considerable head-start with a very strong distributor. The copper pitch and elbow/knee focus should prevent any such conflict, but you never know.
Of course, it may also be true that the feet and ankles are unique, and the key to the whole thing. There are many categories where one focus works (e.g. back pain, foot care) and a related focus doesn't work (neck pain, hand care). DR buyers are strange like that.
As for this creative, it is off-the-charts awesome. There is a top tier of DRTV production work being done by just a handful of producers ... and then above that is this commercial. Too bad I have no idea who did it! None of my guesses were correct, so I'll have to update this post with that information at a later date.
(Update: Turns out it was the same producer who did IdeaVillage's Flips Audio creative, a company out of Los Angeles called Blue Reef Productions.)
One more thing: Near conflicts with Ankle Genie aside, there are indications that a multi-player direct conflict may be brewing in this new 'copper garments' category. Stay tuned ...
