September 03, 2015

Weekly Round-Up

  1. Dr. Haworth's Lido Heel. Pitch: "Fast, easy, effective spray to soothe foot pain away." Comments: Foot pain should be high on the problem scale. But if the dismal track record of insoles and portable flats is any indication, it's just not a problem enough people are interested in solving. Even similar items such as roll-on pain relievers for the feet (see No. 5 in this Weekly Round-Up) have failed. Add in the risk of claims here (e.g. "rapid relief of foot pain"), and this becomes pretty unattractive from a DRTV perspective. On the other hand (foot?), the creative is very well done, and the project appears to have some celebrity endorsements behind it. I also like the slogan (see above). [ss]
  3. eRace. Starring: Beth McDaniel. Pitch: "A screen protector for your phone that actually cleans itself." Comments: The problem with "the most hygienic screen protector you can buy" is only a segment of a segment (i.e. germophobes) would buy it ... or even care. [ss]
  5. Ring X. Marketer: Spark Innovators. Pitch: "The quick, easy way to get a spotless toilet without using harsh chemicals." Comments: The current solutions for cleaning a toilet seem like they are 'good enough' for most people. Toilets (and excrement) also seem to have a weird negative effect on the impulse to buy -- even if every other criterion is met. [ss]
  7. Rug Lock. Pitch: "Nonslip rug grip in a can." Comments: Ruggies was a solution to this problem, and it was a 2013 True Top Spender. But a spray-on version? Seems risky, messy and a bit too permanent. [ss]

1 comment:

  1. I am amused by the pumice stone on a stick concept. Spark's not the first to try it, and to me it almost feels like "old gold" because this cleaning method has been around for a long time.