September 17, 2015

LiquiFix

Description: A spray for hair
Main Pitch: "Get big curls, small curls or a smooth sultry look that lasts and lasts"
Main Offer: $19.99 for one with style guide
Bonus: Dry roller set (just pay a separate fee)
Brand: DiCesare
Marketer: Telebrands
Watch the spot

I'm saving my thoughts on this branding strategy for the next issue of Response -- and that's about the only thing of interest here. Otherwise, this is not a DRTV product and shouldn't have been tried. I assume there are bigger plans ...

S7 Analysis: Again, there's no need to dig too far into this one from a DRTV perspective. I think Telebrands knows it doesn't fit the model, especially when it comes to the uncrowded category criterion.

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