March 05, 2015

Copper Therapy

Description: A heated knee wrap
Main Pitch: "Combines the soothing power of heat and compression with 88% copper fiber embedded nylon"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Starring: Brian Hyder
Marketer: Tristar
Watch the spot

There's no doubt compression garments are hot these days (get it?), but with so many SKUs out there, I just don't see room for another one. This is an interesting way to isolate the variable, though, and also see how far this copper craze can go.

S7 Analysis: Just for fun, I counted the number of campaigns on the Jordan Whitney with the word "copper" in the name. I tallied six campaigns by five different marketers. Not exactly uncrowded. What's more interesting is competition among DRTV players (a growing trend) created crowding virtually overnight in a category that didn't exist before Tommie Copper.

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