February 25, 2015


Description: A tablet stand
Main Pitch: "The ultimate go anywhere, hold any tablet stand"
Main Offer: $10 for one plus phone-stand version
Bonus: Double the offer (just pay P&H)
Marketer: Allstar
Producer: The Schwartz Group
Watch the spot

A follow-up to -- and brand extension of -- GripGo (a 2013 True Top Spender), this project seeks to challenge my No. 1 bad category for DRTV and defy the history of similar solutions (e.g. Book Genie, Happy Sack, Stick Stand). The one thing it has going for it: The miracle of sticky silicone, which has fueled the success of several hits besides its predecessor (see Ruggies, Schticky).

S7 Analysis: Phone and tablet accessories top my list of bad categories because of a combination of the target/needed shortcomings. That is, because the DRTV buyer tends to be older, and thus less into tech, commercials have trouble finding the right audience and articulating a problem that resonates.

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