August 28, 2014

Weekly Round-Up

  1. Roll-A-Troll. Marketer: Telebrands. Pitch: "Roll 'em, catch 'em, toss 'em around." Comments: Like Beast Ballz (see No. 2 in this Weekly Round-Up), this is another flyer in the toy category. [ss]
  3. Blobbits. Pitch: "Moldable, meltable creatures that melt away." Comments: This looks like something boys would like, and it has play value. As for the odds of success, see above. It's a roll of the dice. [ss]
  5. EZ Manicure. Marketer: Global TV. Pitch: "The fool-proof cure for messy manicures." Comments: A 'fast fail.' (Link goes to spot.) This has been a hit-or-miss category with the hits (Salon Express, Hot Designs) being strong enough to warrant the losing attempts. Variety and style -- as opposed to problem/solution -- seems to be the key, hence the unpredictability. [ss]
  7. Holiday Light Saver. Producer: Kerrmercials. Pitch: "Pack and store lights in seconds with no tangles." Comments: I don't understand why anyone would test a hyper-seasonal product like this one because of the retail challenges. If anyone is able to make the case, I'd love to hear it. [ss]
  9. ICEE Float Machine. Pitch: "Now you can crank out fun, fruity icees like you ask for at the store." Comments: Great brand, solid demos, proven category (Slushy Magic, Squeezy Freezy, Ice Cream Magic) ... and yet this is a 'fast fail.' (Link goes to spot.) One reason: A DR 101 'fail' with regard to strategy. They tried to sell more than one product in a two-minute spot. It's technically a "kitchen sink offer," but it starts at the one-minute mark. [ss]
  11. Luma Pots. Pitch: "Bring some life, color and style to your planters." Comments: This product doesn't solve a problem, so the project is betting on people liking this decorative concept. I typically don't like to gamble in this way, but (benefit of the doubt) maybe this marketer has some research to support the bet? [ss]
  13. Perfect Hands. Marketer: Will It Launch. Pitch: "The fast, easy, safe way to give your hands a paraffin spa treatment at home." Comments: Another 'fast fail.' (Link goes to spot.) This has been tried for feet without success (see 30 Second Foot Repair and also No. 9 in this Weekly Round-Up), and hand treatments don't have a good track record on DRTV, either (see Hand Perfection and No. 7 in this pre-blog Weekly Round-Up). [ss]
  15. Wonki Wands. Pitch: "Makes bubbles up to four feet wide and 40 feet long." Comments: A cool product and a great spot with plenty of 'wow' ... but there may not be room in the marketplace for another bubble product given Juggle Bubbles and Wubble Bubble are already in rollout. [ss]
  17. Zippy Sack. Pitch: "Easily zips up and down to instantly make beds." Comments: This was an interesting attempt because it solves a problem for kids and parents alike. However, it's a 'fast fail.' (Link goes to spot.) My guess: The lack of 'pester power' and play value is what sunk this one. [ss]

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