Description: A fitted tablecloth
Main Pitch: "Gives any table the rich look of designer Italian tile"
Main Offer: $14.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Producer: Monte-Brooks
Watch the spot
This is Telebrands' third attempt to launch a product like this. The first time was in 2010 using the same brand name -- a noteworthy attempt because Telebrands' CEO AJ Khubani starred in the commercial. The second time was in 2012 under the name Table Makeover. The third time is seldom the charm, but sometimes you have to take the shot.
S7 Analysis: What I think past history has demonstrated is that this product isn't really needed. The "fitted sheet" aspect does solve a problem (dramatized in 2010 by AJ standing in a windstorm), but it's a minor problem in anything less than hurricane conditions. More precisely, it's the target for that solution that's the real issue. First, they must have and use a round table. Second, they must like the look of "designer Italian tile" for said table. Third, they must become convinced that not having the look of Italian tile on their round table is an unbearable situation that needs immediate correcting. You get the point. If that's not a segment of a segment, I don't know what is!
