October 07, 2014

Tru-Balance

Description: Slippers
Main Pitch: "The first, super-soft slipper with advanced orthopedic technology built right inside"
Main Offer: $19.99 for one pair
Bonus: Free shipping
Marketer: IdeaVillage
Producer: Monte-Brooks
Website: www.BuyTruBalance.com
Prediction: Unlikely to succeed

This appears to be a re-launch and re-positioning of Fun Feet (also by Monte-Brooks), an item I reviewed in the May issue of Response magazine. The major change is the addition of orthopedic claims. The first commercial was about comfort and fun. This commercial is about foot support and includes the claim that it "helps relieve pain in ankles, knees, and lower back related to over-pronation."

With Top Dog's Be Active Brace at the top of the charts, I am not surprised at this direction. But my thoughts from the magazine on slippers remain the same: Because they're ubiquitous, it's hard to break through in this category.

[Spot is also available here.]

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