June 04, 2015

Bulb Snatcher

Description: A bulb-changing tool
Main Pitch: "The fastest, easiest, safest way to change a light bulb that's hard to reach"
Main Offer: $14.99 for the system
Bonus: 2nd system (just pay P&H)
Marketer: Tristar
Watch the spot

Once they sell the few one-percenters with cathedral ceilings who change their own bulbs -- as opposed to having someone who does it for them -- what then?

Joking aside, this commercial starts by showing too many perfectly viable solutions to the problem at hand for my liking. You come away thinking this is more of an itch than a heart attack ... which of course it is. I'm guessing changing that high-hat bulb is pretty low on the list of daily struggles for most Americans.

S7 Analysis: Besides mostly appealing to a narrow target (really short people or people with really tall ceilings) and not being needed enough to generate the impulse to buy, this solution may also not be perceived as different enough to get people excited. If I'm right, that's the trifecta as far as S7 product shortcomings are concerned.

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