New Name: Bit 360
Starring: Dave Jones
Current Marketer: Allstar
Original Hit Year: 2005 (No. 51 on the JW Annual)
Original Marketer: Southern Tools
Watch the spot
Like lighting, tools is another category that was hot in the past but has struggled of late. If not for Infomercials Inc.'s Speed Out (a 2014 True Top Spender), I might have made it one of my bad categories for DRTV. We'll see what happens with Master Wrench. Either I'm wrong, or Doug Fowkes has the magic touch when it comes to tools. Of course, both statements could be true.
S7 Analysis: One reason tools tend to struggle on TV: They are typically targeted toward men, and there are a lot of men's tools competing for attention nowadays. What gives this project a better-than-average shot is it also has female appeal. Mr. Jones softer style (as opposed to the more typical 'yell and sell') will only enhance that appeal.