July 17, 2014

The Sparkler

Description: A portable electric toothbrush
Main Pitch: "Combines a beautiful designer look with full-sized sonic power"
Main Offer: $10 for one with extra brush head
Bonus: Double the offer (just pay a separate fee)
Marketer: Telebrands
Producer: Blue Moon Studios
Website: www.SparklerToothbrush.com
Prediction: Unlikely to succeed

One-the-go toothbrushes are a trend in the oral-care category. Colgate's Wisp is a prime example. So it makes sense to try improving on the idea with an electric version. After all, many people prefer electric toothbrushes to manual ones at home, so why wouldn't they prefer electric to manual on the go?

But is this a DRTV idea? I think not. First, this product lacks the power and trust of a known oral-care brand like Colgate. Second, I suspect even Colgate couldn't generate enough direct sales of Wisp, or any other portable toothbrush concept, to sustain a DRTV campaign. Expanding a retail category with traditional advertising support is a different story. We face a higher bar in trying to motivate people off the couch.

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