Description: A pet grooming tool
Main Pitch: "Removes knots and tangles instantly -- no pulling, pain or stress"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Concepts
Watch the spot
Pets is No. 5 on my list of good categories for DRTV, and even the sub-category of pet brushes has an attractive history. IdeaVillage's Pet Groom Pro made the top 50 in 2005, Ontel's Shed Ender broke the top 25 in 2006, and Emson's Pet Zoom was a top 50 campaign in 2008. Yet none of those items was quite like this one, which makes this product simultaneously proven and original.
S7 Analysis: There's a lot to like here. The product is needed and different, the category uncrowded and the commercial meets all of the criteria as well. My one point of concern: The target market. Pet owners are already a segment (albeit a large enough one to support a campaign), so owners with long-haired dogs become a segment of a segment. That could limit the campaign if this project is successful.
