April 09, 2014

Zip Laces

Description: Zip-up replacement shoelaces
Main Pitch: "Lace 'em up once and then zip to put on, unzip to take off"
Main Offer: $10 for one pair in black, one pair in white
Bonus: Double the offer (just pay an additional fee)
Marketer: Telebrands
Producer: As Seen on Productions
Website: www.GetZipLaces.com
Prediction: Unlikely to succeed

In DR, the third time is never the charm, and the fourth time is most certainly evidence of a Siren. So how to explain this project, which is Telebrands fourth attempt to sell shoelaces that don't need to be tied?

Here's the history:

  • In December of 2011, Telebrands tried kid-focused Ready Laces
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  • In April of last year, Telebrands tried adult-focused Loafer Laces (see the bottom of this Telebrands Round-Up), which were a 'fast fail'
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  • In July of last year, Telebrands tried kid and adult-focused Easy Ties (No. 5 in this Weekly Round-Up), which were also a 'fast fail'
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  • And now we have these kid-focused zipper laces

Needless to say, if this works I will have to rethink several of my beliefs and catch-phrases!

2 comments:

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  2. On May of 2011 they also tested "Perfect fit Laces". So that would make this their 5th attempt.

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