Description: A back brace
Main Pitch: "Designed to provide everyday support, comfort and relief for lower-back muscles"
Main Offer: $19.99 for one
Bonus: Free S&H
Starring: Brett Favre
Marketer: IdeaVillage
Producer: Blue Reef
Watch the spot
IdeaVillage is certainly maximizing its endorsement deal as this is the fourth commercial starring legendary quarterback Brett Favre I have logged in almost as many months (two Micro Touch, two Copper Fit). In both cases, I like the strategy.
I've already written about how Favre gives instant credibility to what would otherwise be an unknown name in shaving (Tough Blade). As for the copper-garments category, which has become highly competitive since Tommie Copper dominated the charts, Mr. Favre's association will give consumers the impression that Copper Fit is the category leader. As many brand gurus have observed, being first in actuality doesn't mean you'll be first in the mind of the consumer (HT: Al Ries). Indeed, in some cases it can be a liability, especially in DR where retail clout is all that really matters.
S7 Analysis: Besides credibility and liability, which are not S7 criteria, my biggest concern about copper garments from the outset was they appear to be targeted toward sports and fitness enthusiasts. That's surely a niche market among DR buyers, who prefer weight loss in a bottle and easy exercise devices. But the concern was obviously unfounded. Today, my only S7 concern (as mentioned above) is how crowded the category has become. With at least three competitors battling for dominance, and multiple SKUs/line extensions from each, this is going to be messy regardless of who wins the mind war.
