December 03, 2015

Mighty Jump Pocket

Description: A battery backup
Main Pitch: "For all your mobile and electronic devices" and "it's even powerful enough to jump start a car"
Main Offer: 2 pay of $14.99
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

This is a combination of two product ideas, each with its own issue. The idea of a portable device charger has been tried several times without success (see Telebrands' Finger Charger and Ontel's Power Up), so that is unlikely to carry the project. Meanwhile, the idea of a portable jump-starter for the car is prevention, and prevention doesn't sell. This raises an interesting question: Can two ideas that don't make sense for DRTV independently make sense for DRTV together?

S7 Analysis: The problem with the first idea (device charger) is the category is crowded. The problem with the second idea (jump-starter) is it isn't needed ... until it is. Remember: Preparedness is the opposite of impulsiveness. So, ultimately, both of these fail a key S7 criterion.

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