December 11, 2014

Micro Max

Description: A small LED flashlight
Main Pitch: "Turns any ordinary 9-volt battery into a powerful flashlight"
Main Offer: $10 for one
Bonus: 2nd one (free)
Brand: Bell + Howell
Marketer: Emson
Watch the spot

This is a neat little gizmo, but it uses a less-common battery type (9 volt) and lacks perceived value. It is also a light, and lights of all kinds have a bad track record on DRTV. Undettered, Emson has tested at least three other products featuring LEDs in the last two years alone: Torch Lite, Super Nova Lantern and Ultra Bulb.

S7 Analysis: While this product is certainly different from other lights on the market, it is a novelty that isn't really needed. Flashlights of all sizes are sold for cheap prices at every retail store, so unless someone has to have the "world's smallest" (as the commercial claims) or absolutely loves the gimmick, they are unlikely to buy this for the typical reasons lights are purchased.

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