Description: A silicone lid for cups
Main Pitch: "The compact and simple way to make any cup spill-proof"
Main Offer: $10 for three
Bonus: Three more (just pay P&H)
Watch it on iSpot.tv
This is a neat product that I have seen before. I liked it then, and I like it now. Gyro Bowl (2011), Snackeez (2014) and Wow Cup (2014) are the three rollouts that proved this is a category -- even though this market would seem to be too narrow to support a DRTV campaign.
S7 Analysis: As mentioned above, one of the key S7 criteria is that a product be targeted to a large enough buying group. This product fails that criterion, and yet several similar products have been successful. Conversely, those successes have made this category a bit crowded these days, which may mean the timing is off for a project like this. In most cases, there's only room for one, and the one that matters for this project is Telebrands' Wow Cup, a mid-year 2014 True Top Spender.