Recent Rollouts: Woof Washer, Spray Perfect

Woof Washer 360

Description: A dog-washing system
Main Pitch: "Your dog will be shampooed and rinsed in under one minute"
Main Offer: $19.99 for one
Bonus: 2nd one, Pocket Hose Dura-Rib (just pay a separate fee)
Starring: David Jones
Marketer: Telebrands
Producer: Concepts TV
Watch the spot

I reviewed this viral success back in July of last year. "[T]his is it!" I wrote. "If any buzz-backed project is going to do the dollars, it’s this one."

A year later, this is a bona-fide TV rollout. The spot has been re-done to include new demos and host David Jones, who is always a welcome addition. (Here's the original spot.) The offer has also been revised to a BOGO plus the Pocket Hose Dura-Rib as a bonus instead of the original microfiber mitt.

Now we wait and see how this campaign does at retail. If successful all the way through, we may be looking at a new DRTV model for the future.

Spray Perfect

Description: Spray-on nail polish
Main Pitch: "The world's fastest manicure"
Main Offer: $19.99 for a can in choice of seven colors
Bonus: 2nd can/color, base & top coat (free)
Starring: Taylor Baldwin
Marketer: Top Dog
Producer: Hutton-Miller
Watch the spot

Speaking of the new viral-to-DR success model, this campaign is another case study. It started online, generated a ton of buzz and then turned into a DRTV competition that I reviewed back in March.

Apparently Telebrands has dropped their version and Top Dog now has this one all to itself.

SciMark Report from May Response

My SciMark Report in print for May is now available on the Response Website.

This month, I cover three rollouts that were new to the charts when I wrote about them. They are: Rodent Sheriff, IdeaVillage's Swerve Ball and Spark's EZ Slice Right (written by yours truly).

Recent Rollout: Swerve Ball

Description: A specially shaped baseball
Main Pitch: "Fun and wild and lets you pitch like the pros"
Main Offer: $14.99 for 3 balls with “sweet spot” sleeve
Bonus: 3 additional balls, strike zone target (free)
Starring: Bobby Mills
Marketer: IdeaVillage
Watch the spot

IdeaVillage has rolled out with two other sports toys this year: Hamper Hoops and Hover Hockey. Last year, a soccer toy called Hover Ball was also a rollout for the marketer. All three were sold under the Wham-O brand.

For my thoughts on this item, check out my report in the May issue of Response.