September 05, 2014

Stick Shade

Description: A sun shade for a car
Main Pitch: "Keeps the heat out of your car to keep you comfortable"
Main Offer: $10 for one
Bonus: Night Angel driving glasses (just pay a separate fee)
Starring: Akos Jankura
Marketer: Telebrands
Prediction: Unlikely to succeed

Although this item is seasonal, and therefore limited from the start, it tested during the best month of the year to get a good response. Also, Allstar had a solid success with Auto Cool back in the summer of 2006 (No. 39 on the Jordan Whitney annual for that year), so it's definitely possible to make a campaign like this one work.

That said, I doubt this product will catch on because sun shades of all varieties are ubiquitous in the marketplace. Walk through any parking lot on a hot day, and you'll see many of the popular ones. This one certainly has some unique features (I especially like the one-way mirror effect), but it's ultimately a 'better than' product and those never seem to make it on DRTV.

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