February 25, 2016

Ogreenic Mug

Description: A travel mug
Main Pitch: "Keeps coffee fresh all day long ... won't ever tip over"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Starring: Craig Burnett
Marketer: Telebrands (2015 True Top Marketer)
Producer: Kerrmercials
Watch the spot

Coffee mugs are another of my least-favorite categories for DRTV. I've never known any to be successful, and that includes some pretty neat ones such as Earthquake Mug (from which this project borrows part of its pitch). This also has the brand-mismatch issue I have been writing about recently. If Orgreenic stands for anything in the consumer's mind these days, it's non-stick ceramic -- not coffee-mug ceramic.

S7 Analysis: The obvious S7 shortcoming any coffee mug faces is that the category is crowded. While Mr. Burnett does a great job pitching the heck (can you say "hell" on direct-response television?) out of this mug, it's going to be hard to convince people this is meaningfully different from what they've seen before.

No comments:

Post a Comment