October 15, 2015

Egg Pops

Description: A microwave egg cooker
Main Pitch: "Enjoy hard-boiled eggs, without the shell, right from your microwave"
Main Offer: $10 for six plus an egg separator
Bonus: Double the offer (just pay P&H)
Marketer: Allstar
Producer: Hutton-Miller
Watch the spot

This is the microwave version of Allstar's Eggies, a 2011 True Top Spender. Besides it probably being too soon for this Phoenix to rise again, I have a credibility concern about hard-boiling individual eggs that I have to admit isn't completely logical. 

After all, hard-boiling eggs in the microwave must be believable because it worked for Emson's Egg Genie (a 2009 hit). And hard-boiling eggs individually must be believable because it worked for the aforementioned Eggies. Yet for some reason, hard-boiling eggs individually in the microwave sets off my BS detector and makes me think others will have the same objection.

S7 Analysis: Egg items routinely defy the needed criterion in a way that makes predictions about this category especially tricky. My working hypothesis is that focusing on the most common egg-preparation styles (e.g. hard boiled not poached or steamed) and being different are the keys to success. If that's true, this one could have an issue in the latter regard given the recency of a product with a similar design. Otherwise, it fits the profile of a winner.

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