June 02, 2016

Recent Rollout: Twitching Lure

Description: A fishing lure
Main Pitch: "Twitches, flashes and buzzes like a wounded bait fish"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Tristar
Watch the spot

This is the first chart-listed success in the fishing category in quite some time. Recent short-form history is littered with flops and even includes a failed attempt to bring back Ron Popeil's Pocket Fisherman in 2014. As a result, readers of this blog are well aware of my feelings about this category: I think it's floating belly up in the DR fishbowl. Does this success prove I'm wrong? Maybe.

The big challenges with the category still apply. Only about seven percent of people fish on a regular basis. The pastime is seasonal for the most of the country. And as with golf products, media choices are limited unless you can somehow generate enough response to justify the money wasted on a shotgun approach.

Putting all of that aside, the pitch and creative for this campaign are both excellent. I especially liked the lines "experts say [it] catches too many fish" and "it's even banned in some states." That's good stuff right there. DR students should take note.

No comments:

Post a Comment