July 31, 2014

Weekly Round-Up

  1. Miracle Mask. Marketer: Ontel. Pitch: "The amazingly comfortable sleep mask that eliminates light and blocks noise." Comments: As I've explained before, the ideal DRTV product has a potential market size of one per household. But how many households have sleep masks? On top of that, this is a classic 'better than' product. No wonder it's a 'fast fail'! (Link goes to spot.) Side note: For those keeping track at home, this is Ontels' fifth "Miracle" product after Miracle Foot Repair (2001), Miracle Socks (2011), Miracle Slippers (2011) and Miracle Copper Socks (2014). I'm not counting Miracle Hands because that one was a 'brand loan' to Telebrands. [ss]
  3. Bowl Brite. Marketer: Zoom TV. Pitch: "The night light for your toilet bowl." Comments: Add a few jets and some music, and this would be a big hit in Japan. Here, the target market appears to be nagging wives who hate when their man misses the bowl. Good luck getting him to give a sh-t, ladies. Side note: This spot has one of the oddest forced rhymes in DR history: "It's the light that cares because it knows that you're there." (?!) A loving, all-knowing toilet? I've heard of praying to the porcelain god, but this is ridiculous! [ss]
  5. Derma WOW. Pitch: "Make embarrassing dry, red, beat-up hands and cracked feet look and feel new again." Comments: Speaking of Ontel's Miracle Foot Repair, this product is reminiscent of that 2001 hit. It's a bit pricey for short form, but I really like the creative. On a related note -- and I almost never notice this -- I really like the music as well. It's catchy and upbeat, giving the spot a certain emotional urgency. Kudos to this producer for a great commercial and to the editor for an even better soundtrack choice! [ss]
  7. Drip Knots. Pitch: "Plush absorbent wrist bands with matching headband ... absorb the water and stop the mess." Comments: Good spot and solid testimonial work, but I think this solves a problem that is too low on the scale to motivate an impulse purchase. [ss]
  9. EZ Cuddle Pillow. Pitch: "The only contour pillow with easy access for perfect cuddling." Comments: Just when you thought every possible pillow had been tried ... Actually, this concept has been tried, but the positioning was a bit different. It was called Totally Tubular (see No. 6 in this Weekly Round-Up). On a side note: I'm not sure how I feel about the 'in bed' testimonials -- or that it feels like the entire spot is testimonials. [ss]
  11. Lidtastic. Starring: Susan Williams. Marketer: National Express. Pitch: Silicone lids "make cooking, heating and storage fast and easy." Comments: Every aspect of this pitch has been tried before, in some cases multiple times (see my Dueling Stretchy Lids post, for example). The lack of success to date doesn't bode well for this project. [ss]
  13. Quick Cover. Marketer: Will It Launch. Pitch: "The fast easy way to make your furniture look brand new again." Comments: Seeing as how one of the best producers in the business already took a crack at this (see EZ Covers) and it didn't roll out, I'm going to answer "no" to the question implied by the marketer's name. That said, I was 'on the fence' the first time I reviewed this concept, and sometimes timing can be everything. [ss]
  15. Slip N Zip. Pitch: "The amazing new pillowcase that zips around your pillowcase for a perfect fit." Comments: An apparent 'fast fail.' (Link goes to spot.) Also a classic solution in search of a problem. Never should have made it past the evaluation phase. [ss]
  17. The Smart Phone Clip. Pitch: "Attaches to your seatbelt for safer, hands-free talking." Comments: Smart phone accessories have had zero success to date and, I'll just come out and say it, this is a really lame idea for a product. [ss]
  19. Wonder Tie. Marketer: Hampton. Pitch: "The revolutionary, one-size-fits-all necktie that you never have to tie." Comments: A 'fast fail.' (Link goes to spot.) Curious that the one testimonial in the spot begins: "I never wear ties ..." With our aging population (more retirees than ever) and the rise in popularity of 'business casual' attire, I suspect that's most of America these days. [ss]

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