February 03, 2016

Insta Egg

Description: A microwave egg cooker
Main Pitch: "Start cooking eggs the quick, easy, healthy way"
Main Offer: $14.99 for one with poacher, steaming grill
Bonus: EZ Scrambler
Marketer: Emson
Watch the spot

This is a new-and-improved version of Egg Genie, a 2009 hit that Emson resurrected in 2013 but that did not make my True Top Spenders for the year. I've done quite a bit of pre-DRTV testing of items similar to this, and all of it indicated there isn't a market opportunity here. But you never know.

S7 Analysis: The big question is whether this will be perceived as different enough to renew interest. Adding the pitch from Egg-Tastic (a 2015 True Top Spender) is an interesting way to attempt it, but the demo happens too late in the commercial to stand out.

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