January 14, 2016

Finally Dry

Description: Incontinence underwear
Main Pitch: "Fast, discreet and modern way to deal with an old-fashioned problem"
Main Offer: $19.95 for three pairs
Bonus: Three additional pairs (just pay P&H)
Marketer: Tristar
Watch the spot

In my consumer research, I'm surprised at how often market size is the clear reason for a product's under-performance. The rule of thumb for DRTV is at least one per household. Products that don't hit that bar, like this one, face long odds. The question always becomes whether or not the niche is large enough to sustain a campaign, and guessing that can be tricky. Even a market of millions may not include enough DR-responsive people to get things rolling.

S7 Analysis: The above is about the targeted criterion, but another S7 fail here is with regard to the category. I wouldn't say it's crowded, but the second part of the criterion states categories should not be "dominated by big brands with big ad budgets and a few decades of consumer loyalty behind them." In this case, Depend is the dominant brand, and they are currently promoting briefs.

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