Description: A wallet
Main Pitch: "Simply pull the tab, slide and presto! Like magic, all your cards are neatly organized"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Watch the spot
This is the best attempt to bring back the Magic Wallet (No. 3 on the 2000 JW Annual) concept that I have seen. What was always missing in the past was, well, the magic. This one has it and, given the track record of wallets, it could do well.
Of course, that same track record means it could flop as well. Wallets is that kind of hit-or-miss category. Plus, a roughly similar concept has been tried before without success. It was called the Micro Pop-Up Wallet , and it was tried in August of 2012. This design is significantly different, but is it different enough to succeed where that other one failed?
S7 Analysis: The question above is straight out of the S7. The other requirement that always gives me pause with wallets is the uncrowded criterion. There certainly isn't a shortage of ways to hold and organize your cash and cards.