April 13, 2015

Kitty Shack

Description: A 2-in-1 cat mat
Main Pitch: "Keeps kitty warm and snuggly and your furniture fur free"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar/Lenfest
Producer: Concepts
Watch the spot

This is a new twist on the heated pet bed concept, which Lenfest and several others (including yours truly) have tried before without success. This variation adds a "cave" feature that has also been tried except for dogs. Telebrands did it in 2012 and called it Pet Cave. Emson followed with a similar item in the form of a Croc-style shoe (true story), which was called Bunga Bed. Neither one made the charts. That makes the history here not very promising.

S7 Analysis: Any project targeting a specific pet, in this case cats, is technically in danger of failing an S7 analysis because of the 'segment of a segment' problem. However, there seem to be enough crazy cat people out there to sustain a campaign, as Lenfest recently demonstrated with the success of its Cat's Meow toy. The 'needed' criteria is also tricky in these situations, but this may actually be the first example of an item cats would tell you they need if cats could talk.

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