September 05, 2014

Pedi Paws Pro

Description: A nail trimming tool for pets
Main Pitch: "It's back and better than ever"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Blue Moon Studios
Prediction: On the fence

IdeaVillage has taught us that periodically launching 'new and improved' versions of hit products is a smart strategy for stretching success into years and even decades. The Touch line of hair removers that was launched in 2003 is still going strong at the end of 2014. The HD Vision line has demonstrated almost as much longevity. That said, there is a certain timing to the strategy that wasn't followed in this case, which makes this more of an attempt to mine 'Old Gold.'

The original Pedi Paws peaked at No. 28 on the 2008 Jordan Whitney Annual. Peticure (the original product) was No. 15 the same year and No. 9 on the IMS chart. So can an 'Old Gold' attempt work just five years later? I have scant evidence to support that conclusion. Indeed, I have seen more evidence to support the '7-10 years' rule of thumb.

That said, I always liked this product, and I think this is a meaningful upgrade to its design. If this were 2010, I would be off the fence and predicting a long-term hit.

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