October 27, 2015

Magic Path

Description: An adult coloring book
Main Pitch: "A relaxing escape you can enjoy without ever leaving your home"
Main Offer: $12.99 for one
Bonus: Pocket version of book, 5-piece colored pencil set (free)
Marketer: Telebrands
Producer: Sullivan Productions
Watch the spot

Get ready because here it comes! Now that it's clear Colorama, a coloring book for adults, is a success, we're going to see an adult version of every kid activity and puzzle imaginable tried on DRTV. Insofar as the first success makes sense, this one also makes sense. Beyond that, I continue to be at a loss when it comes to this category.

On that note: Congratulations to Telebrands and Sullivan Productions for seeing something I clearly did not!

S7 Analysis: The first success defies the S7, so this project does as well. There's no sense trying to explain with logic something that is emotional and trend-related.

1 comment:

  1. I've noticed 3 or 4 posts on Facebook from 'friends' who have been enjoying similar adult coloring book products. I'm absolutely blown away. When you originally posted about Colorama, I wholeheartedly agreed with your assessment--it was likely to fail. Who knew?! Well, I guess Telebrands and Sullivan Productions knew. Still... how is adult coloring popular?! Haha

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