March 24, 2016

Super Cooler

Description: A cooler
Main Pitch: "Super cool your favorite beverages to below freezing"
Main Offer: $19.99 for one
Bonus: 2 ice accelators
Marketer: Tristar
Watch the spot

This one has me stumped. I watched the commercial and closely reviewed the Website, but I'm still confused (and confusion is a sales killer). Is this product just a really effective cooler? Or is there some sort of additional device involved that instantly chills drinks outside of the cooler? The commercial uses a recurring special effect, but I can't tell if that's meant to be a representation of an actual function of the product. On the Website, there's mention of something called an "ice accelerator," but it isn't clear what that might be.

Bottom line: People won't buy what they don't understand, so this is a major liability for the project.

S7 Analysis: Setting aside the confusion concern and the obvious issues around seasonality (which is not an S7 criterion), I'm still left wondering if an item like this is needed. Most of the problem/solution sequences in the commercial come across as highly contrived. For instance, why would a sports fan need a special cooler to serve his buddies cold beer at home? Couldn't he just think ahead and put some bottles in the freezer before they arrived? Etc.

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