November 05, 2014

Weekly Round-Up

  1. Diamond Z4 Eternity. Marketer: Telebrands. Pitch: "The look and feel of a brilliant, expensive, genuine diamond." Comments: This is fascinating as it is a 'pro' strategy applied to jewelry. The original Diamond Z4, a different cut of CZ, was a 2012 True Top Spender. [ss]
  3. Gentle Gel. Marketer: Norman Direct. Producer: Monte-Brooks. Pitch: "The cozy toe topper that's lined with gel on the inside to relieve and comfort achy feet." Comments: An apparent 'fast fail.' (Link goes to spot.) [ss]
  5. No Sweat Socks. Marketer: Norman Direct. Producer: Monte-Brooks. Pitch: "The super-stretchy, completely comfortable socks that keep your feet cool and dry." Comments: Seems like this would only appeal to a segment of a segment (perhaps the same hyperhidrotics who would buy No. 4 in this Weekly Round-Up). Also, there are already socks on the market from familiar brands that promise similar benefits. [ss]
  7. One Stop Shine. Marketer: Tristar. Pitch: "All-in-one waterless car miracle that cleans your car from roof to rim." Comments: Another apparent 'fast fail.' Until Avento's Wipe New (a 2012 and 2013 True Top Spender), I didn't think it was possible to have success in this category. But one hit does not a good DRTV category make -- as this attempt helps demonstrate. [ss]
  9. Phone Slicker. Marketer: Will It Launch. Pitch: "Crystal clear, all-weather protection that shields your smart phone from accidental water damage." Comments: Will it launch? No. Besides the fact that it has the perceived value of a sandwich bag and is in one of the worst DR categories right now (phone accessories), the concept has already been tried without success (see IdeaVillage's Reef Case). [ss]
  11. Power Blaster Pro. Pitch: "Turns any garden hose into a powerful, portable pressure washer." Comments: Yet another 'fast fail.' (Link goes to spot.) This 'Old Gold' item was brought back by Ontel (see Turbo Jet) earlier this year, and Telebrands took a few shots at similar items this year as well (see Mighty Blaster, Turbo Shot). [ss]

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