October 15, 2015

Liquid Hold

Description: A non-slip rug spray
Main Pitch: "Spray under rugs and mats to stop slipping and sliding"
Main Offer: $10 for a 12-oz bottle
Bonus: 2nd bottle (just pay P&H)
Marketer: Hampton
Watch the spot

This concept was tried just last month under the name Rug Lock. One thing I didn't mention in that short review was the credibility issue. I think people will find it hard to believe that a spray can be an effective solution to this problem. It's also probably too soon after Ruggies, a 2013 True Top Spender, for a similar pitch to break through.

S7 Analysis: With Ruggies, Lenfest proved that a solution for slippery rugs is needed enough and targeted to a big enough buying group. So the only S7 issue I can see is the one I write about the least: clarity. Is it clear how this works and why? When the claims are inherently unbelievable, even more clarity than usual is necessary to address potential objections.

No comments:

Post a Comment