February 21, 2016

Scrub Armor

Description: A stainless-steel scrubber
Main Pitch: "Cut through tough messes in just one pass"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands (2015 True Top Marketer)
Watch the spot

Scrubbers have a poor track record on DRTV. Despite the non-DRTV success of Scrub Daddy, for example, Telebrands' follower item (Hog Wash Scrubber) went nowhere. Both Allstar and Ontel have also tried scrubbers (Dual Diamond Scrubber, Magic Sponge). My hypothesis: Such items are just too common to motivate an impulse purchase.

S7 Analysis: "Too common" is another way of saying this is a crowded category, and such categories make it hard to come up with something that's truly different.

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