January 28, 2015

Lumbar Express

Description: An inflatable back cushion
Main Pitch: "Instant comfort and support where you need it most ... auto-inflates in seconds"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

Many marketers have been down this road (including Telebrands) with nothing to show for it. At one point, I was logging a flop per year. The most notable recent attempt was Allstar's Backtastic, which came on the heels of its success with Forever Comfy. No dice. It's one of those odd things: Butt cushion? Hit. Back cushion? Bomb. Go figure.

S7 Analysis: One reason back cushions fail is the same reason head cushions (aka pillows) fail: It's hard to make an engaging commercial about people relaxing. If so, this project may overcome that challenge with its magic demo (it auto-inflates), which also signals that the product is different from what people have seen before.

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