Description: A collapsible ottoman
Main Pitch: "Instantly converts from a compact cushion to a full-size ottoman"
Main Offer: $19.99 from one in black, brown or cream
Bonus: 2nd one in the same color (just pay a separate fee)
Starring: Akos Jankura
Marketer: Telebrands
Website: www.MagicOttoman.com
Prediction: On the fence
This product was tested by Allstar in 2011 under the name Store-Away Ottoman (see No. 10 in this Weekly Round-Up). Blue Moon produced the spot. And yet despite that power pairing, the project was a 'fast fail.'
It's unlike Telebrands to try something with which another major player has already failed. There are a few possibilities as to why this happened: 1) Telebrands didn't know it had been tested before (unlikely); 2) Telebrands agrees with me that while the third time is never the charm, the second time could very well be; 3) Telebrands believes timing was the issue and has new information.
Given the success of Allstar's Hot Designs, an item Telebrands had tested the year before without success (under the name Nail Doodle), I'm leading toward hypothesis No. 2. I also find No. 3 compelling. The more time I spend in this business, the more I am convinced timing is everything.
Whatever the case, it will be interesting to see what happens here. I liked this commercial and pitch enough to ignore past history and sit on the fence. That's saying something.
