March 19, 2015


Description: A microwave egg cooker
Main Pitch: "Fast, fluffy and flavorful eggs every time -- right in your microwave"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H), Cut 'N Cup (free)
Starring: Marc Gill
Marketer: Allstar
Producer: The Schwartz Group
Watch the spot

The microwave is resurgent with two hits on the 2013 True Top Spenders (Stone Wave, Potato Express) and one (Bacon Wave) on the 2014 True Top Spenders. This test should be interesting because: (a) making eggs in the microwave hasn't been a winning pitch on its own (flops include Better Breakfast in 2010, EZ Eggs/Egg Gourmet in 2012 and PoachMaster Pro in 2013), but (b) making eggs was a key Stone Wave demo.

S7 Analysis: There is Old Gold evidence that a microwave egg cooker meets the key criteria for DRTV in the form of Egg Wave, a 2001 Tristar hit. Although an attempt at a straight bring-back failed (the aforementioned EZ Eggs/Egg Gourmet duel), perhaps timing and a better product will make the difference.

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