November 27, 2014

Bambillo

Description: A bamboo pillow
Main Pitch: "Designed to perfectly adjust and support every shape, size and sleeping posture"
Main Offer: $29.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Tristar
Watch it on iSpot.tv

I'm told bamboo is one of the hottest new trends in materials, and the pillow category certainly has an excellent track record, having supported up to four products on the shelf at one time (Total Pillow, Side Sleeper Pro, Sobakawa Cloud Pillow and My Pillow). That said, DR marketers have been all over pillows for years, and that has inevitably led to many failures as well. Ultimately, I'm not sure anyone really knows the secret to success in this category.

S7 Analysis: This project faces the same S7 challenges all pillows face: a crowded category and trouble engaging viewers because the product literally just lies there. That said, the commercial features credible testimonials, good animation (a la Contour Cloud Pillow, a 1998 hit involving this marketer) and a solid magic demo in the raw-egg test -- which from what I've seen is the right way to go about overcoming those challenges.

The only things I didn't like: the Australian angle (not sure that adds anything) and the "eight pillows in one" pitch, which made the commercial less clear.

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