August 06, 2015

Lid Buddy

Description: A caddy for pot lids
Main Pitch: "Gives you two places to rest your lid ... [and] catches all the drippings"
Main Offer: $10 for one large, one small in black or red
Bonus: Double the offer (just pay P&H), Gripper (free)
Marketer: Allstar
Producer: Hutton-Miller
Watch the spot

This is a useful product that should be in every home. The challenge: Getting people excited enough about it to buy off TV. It's a high bar and some products will never hit it, no matter how great the creative. There are also built-in disincentives, such as processing and handling charges. In other words, this might sell well for $5 on a clip strip in the pots-and-pans department, but it's probably not for DRTV.

S7 Analysis: It's the needed criterion that stops me. More specifically, and using the language of the Fab Five, this is much closer to an 'itch' than a 'heart attack' on the problem scale.

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