February 25, 2015

Key Readers

Description: Compact reading glasses
Main Pitch: "The reading glasses that are always right there when you need them"
Main Offer: $10 for one with clasp
Bonus: 2nd one with clasp (pay separate fee)
Marketer: Telebrands
Producer: Blue Moon Studios
Watch the spot

This is at least the fifth attempt to market a solution to the problem of not having reading glasses handy when you need them, the most recent attempt being Top Dog's Jewel Views in November of last year.

What I've learned so far: People don't want flip-up reading glasses (Flip Vision). They don't want cheap-looking readers that slip into a wallet (My Lil' Readers). And they don't want a way to keep their readers clipped to their clothes (iSpex). Do they want a pendant or keychain fob that turns into reading glasses? I'm leaning toward "no."

S7 Analysis: I think the DRTV history reveals the challenge with this type of product: It's not needed enough to generate the impulse to buy. Combine that with the ubiquity of reading glasses of all types (the category is far from uncrowded), and the failure of this pitch to resonate to date is understandable.

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