February 03, 2014

Straight 2 Sleep

Description: A pillow
Main Pitch: "Cradles your head like an infant in its mother's arms"
Main Offer: $29.99 for one (queen/standard)
Bonus: None
Marketer: IdeaVillage
Website: www.GetStraight2Sleep.com
Prediction: Unlikely to succeed

I could be wrong about this, but I don't think enough time has passed since there were four pillows on the shelf for the pillow category to experience a resurgence. That said, I recall being surprised by just how many pillows were able to co-exist in one end cap, so you never know.

As for the commercial, I found the pitch to be overwrought. Lines like "cradles your head like an infant in its mother's arms" and "why take a sleeping pill when you can have a sleeping pillow?" are just trying too hard. The consumer has eyes and can plainly see this is a fairly typical pillow, so the exaggerated claims just destroy any credibility the product may have had.

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