February 04, 2016

Strength + Tone

Description: Knee and leg sleeves
Main Pitch: "Designed to strengthen, shape and tone, and maximize performance results"
Main Offer: $29.99 for 2 sleeves, 4 resistance rods
Bonus: Free shipping
Brand: Copper Fit
Marketer: IdeaVillage
Producer: Blue Reef
Watch the spot

I've already shared my thoughts on taking the Copper Fit brand name and applying it to items that are not compression garments. This is better than a piece of wearable tech in that the item at least looks like a compression sleeve. It's also infused with copper, although that seems like an afterthought.The pitch is also totally different: You wear this particular sleeve to train muscles, not relieve muscle pain.

Putting aside the brand considerations, this is a really innovative product. I don't know that it's a DRTV idea, but it's a cool idea. I wouldn't be surprised if it generated interest.

S7 Analysis: How much of Copper Fit was driven by the copper trend and Tommie Copper's media impressions, and how much was driven by core interest among DRTV buyers? The answer to that question is the answer to whether this item is correctly targeted. If we're talking about older folks, it may also be needed in much the same way resistance bands provide a needed alternative to free weights and workout machines.

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