January 14, 2016

Hot Hands

Description: Silicone gloves
Main Pitch: "Tough enough to handle all the hot stuff"
Main Offer: $10 for one pair
Bonus: 2nd pair (just pay P&H), Lovin' Oven thermometer (free)
Starring: Marc Gill
Marketer: Ontel
Watch the spot

The reason to believe this could be a hit is the Old Gold (and evergreen) product Ove Glove from Joseph Enterprises, which continues to sell at retail. Here's the problem, though: No attempt to replicate its success has worked. This marketer tried with Tuff Glove in the fall of 2014, and Anthony Sullivan tried with Grill Glove (a product that resembles this one) in 2010.

S7 Analysis: I suspect the issue here is that a heat-resistant glove is no longer different enough to get people off the couch. Ove Glove has brand equity and, of course, no longer produces a CPO.

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