June 04, 2015


Description: A 'vanishing lotion'
Main Pitch: "End the embarrassment of unsightly spider veins"
Main Offer: $19.99 for one
Bonus:2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This is a complicated pitch with claims that are bound to engender skepticism. Given the audience here, I think the former issue is more likely to hurt the project than the latter. If desperate enough, people will try anything -- and $20 isn't a lot to risk. But confuse people and that interferes with their impulse to buy.

S7 Analysis: This is purposefully targeted toward a segment of a segment. The question is whether that segment has a size and profile similar to Tag Away, or not. What I do know is that such projects have lower-than-average odds of success.

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