March 05, 2015

Weekly Round-Up

  1. Clip N Store. Marketer: Norman Direct. Producer: The Schwartz Group. Pitch: "Creates space and organizes your spices." Comments: Spice organization is one of the few types of organization that is mass market enough to support a campaign. This is evidenced by the success of Merchant Media's Swivel Store (a 2011 True Top Spender) and Infomercials Inc.'s Spicy Shelf. The latter campaign makes the timing of this project unfortunate. [ss]
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  3. Comfy Dreams. Marketer: Norman Direct. Producer: Monte-Brooks. Pitch: "The super-soft nightgown that keeps you cool and dry all night." Comments: I've had a few debates about whether menopausal women represent a large enough market for DRTV. On the one hand, women of that age (51 years old on average) certainly fit the demographic. On the other hand, they are a segment of a segment, and menopause lasts 12 months, which makes the prospect a moving target. [ss]
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  5. New Age Massager. Pitch: "The latest in back pain therapy." Comments: More risky business that was no doubt inspired by the success of BeAcitve. This one also reminds me of those old ab belts, which is not exactly a positive association. [ss]
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  7. Perfect Tuck. Pitch: "The anti-slip, flexible belt that keeps your clothes in place." Comments: My guess is that this problem is too low on the scale to motivate people off the couch. It's also a solution geared toward career people, yet our core customer is retirement age or older. [ss]
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  9. Pill EZ. Marketer: Norman Direct. Producer: Hutton-Miller. Pitch: "The clever cup that lets you swallow any pill with ease." Comments: Neat idea, but I can't find the Website or the commercial online, so I'm guessing 'fast fail.' [ss]
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  11. Pubbles. Marketer: Lenfest. Producer: Hutton-Miller. Pitch: "The incredible, edible long-lasting bubbles made especially for pets." Comments: Like most toys for pets, this is a 'flyer.' But several recent flyers (Lenfest's Cat's Meow, Lenfest's Wobble Wag Giggle Ball) have paid off. For what it's worth, this seems like something pets would love, and it looks like a fun time for owners, too. [ss]
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  13. Smart Steam. Marketer: Norman Direct. Producer: The Schwartz Group. Pitch: "The wrinkle-removing towel." Comments: Allstar's Mister Steamy (a 2010 True Top Spender) was a much more convincing product than this basic towel. Lacking the magic of a special design, this becomes a rare case where I think lack of credibility will be a barrier to purchase. [ss]

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