October 15, 2015

Spiffy Spinner

Description: A spinning duster
Main Pitch: "Cut all your dusting by up to half the time"
Main Offer: $14.99 for one
Bonus: 2nd one plus Sticky Buddy (just pay a separate fee)
Marketer: Telebrands
Producer: The Schwartz Group
Watch the spot

First there was Static Duster, a genuine Old Gold monster hit (No. 4 on the 1997 JW Annual). Then there was Go Duster (No. 33 on the 2007 JW Annual). And now we have Go Duster with a twist, the ability to extend and angle. A safe bet would be to predict a hit. It's not yet a decade, but enough time has passed.

However, I can remember back to 2007 and how Go Duster never quite lived up to the hype. One issue: P&G's Swiffer Duster had hit the market in 2003, even coming in at No. 39 on the JW Annual that year, and it took over the category in much the same way the Swiffer mop had taken over floor care.

As for this commercial, it gets everything right and even manages an original magic demo in the dinosaur skeleton scene. Clever!

S7 Analysis: The S7 failures here are needed and uncrowded with one being related to the other. That is, a new solution for dusting is no longer necessary because the shelves are crowded with great options these days.

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