Mighty Blaster

Description: A hose nozzle
Main Pitch: "Produce up to 50% more power than traditional hoses"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Website: www.MightyBlaster.com
Prediction: On the fence

The "fireman's nozzle" has been a successful pitch-market item for some time. Credit Telebrands for finally giving it a try, and doing it with a twist to make it look different from all the nozzles currently selling in catalogs, online, etc.

The DRTV history here is also positive. National Express had a hit with Water Jet in 2009 and 2010 (more on this later). And, of course, Telebrands had the original hit in this category with Water Sweep back in 1998 (No. 12 on the JW Annual that year).

As for this product and commercial, I see a lot to like. This is a bit of a 'Swiss Army' product and pitch, but the main focus is on pressure and that's compelling. I also like the comfort grip. As for the commercial, it covers all the bases. I would have put the magic demos (second story, top of tree) much earlier in the spot, but that's a minor criticism.

On a related note: Telebrands won't be alone in its attempt to have a new hit in this category. As is typical these days, and as I just noted, Ontel has launched Turbo Jet -- a direct attempt to bring back Water Jet.

Miracle Copper Socks

Description: Copper-infused compression socks
Main Pitch: "Boost circulation, reduce swelling and help relieve aches and soreness"
Main Offer: $19.99 for two pairs
Bonus: 2 tubes of Miracle Foot Pain Relief Cream
Marketer: Ontel
Website: www.MiracleCopper.com
Prediction: Unlikely to succeed

In this month's edition of Response magazine, I write about Tristar's CopperWear Ankle and recount the details of the feeding frenzy created by Tommie Copper's long reign at the top of the DRTV charts. No need to recap that here, but for the record this is the fifth copper garment and fourth marketer to join that fray.

Grab-It!

Description: A universal gadget mount
Main Pitch: "Holds gadgets tight and keeps them right in sight"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Website: www.MyGrabIt.com
Prediction: Unlikely to succeed

It has been seven months since Allstar launched Grip Go, a bona-fide hit that made my True Top Spenders of 2013 and is now everywhere at retail. So it's hard to fathom why Telebrands would test this project.

No conjecture on my part is likely to be true, so I'll just leave it at that.

Water Jet: Old Gold?

New Name: Turbo Jet

Current Marketer: Ontel
Current Producer: As Seen on Productions
Original Marketer: National Express
Original Hit Years: 2009-2010 (Nos. 54, 62 on JW Annual)
Website: www.BuyTurboJet.com
Prediction: Unlikely to succeed

I have only put out four annual True Top Spenders lists so far, but Water Jet is recent enough to have appeared on one of them (the first one for 2010). The repeat rate for most products is 7-10 years. Some categories repeat every 2-3 years (e.g. slicer/dicers) but never with the same item. As a result, I'm going to have to go with DRTV history and say it's too soon for this one to be a hit again.

As for the commercial, it's something special. I love the special camera they used to get that slow-motion, high-pressure effect!

Weekly Round-Up

1. Press Painter. Marketer: Telebrands. Pitch: "Paint amazing works of art in seconds." Comments: An apparent 'fast fail.' Looked good to me ... which is why I don't often make predictions about kid items! [ss]
 
2. Big Top Freeze Pop. Marketer: Global. Producer: Hutton-Miller. Pitch: "The super-size, super-delicious, super-fun frozen creation sensation." Comments: Speaking of kid items that looked good to me ... This is another 'fast fail.' (Link goes to spot.) Slushy Magic, Squeezy Freezy and even Ice Cream Magic -- but not this one? Doesn't make much sense to me. [ss]
 
3. Cat Lick Stick. Pitch: "The amazing new cat brush that looks and feels like a cat's tongue." Comments: What's amazing is the bizarre things DR novices will try! [ss]
 
4. Hair Genie. Marketer: National Express. Pitch: "The 100% instant hair remover that is pain free." Comments: This is essentially a Shave Bullet for women. I don't like the concept for men, and I like it even less for women! The problem is the way it looks: Women will either recognize it as a rotary shaver or perhaps think it's an old-school 'spring' epilator, neither association being a positive one. [ss]
 
5. Silent Barrier. Marketer: Hampton. Pitch: "Amazing new (ultrasonic) training tool teaches pets where they can and can't go." Comments: Yet another 'fast fail.' Pet Command, Emson's recent foray into this 'old gold' category, doesn't seem to have gone very far, either. [ss]
 
6. Strap Genie. Starring: Megan Gunning. Producer: Blue Moon. Pitch: "Clips onto any bra you own, giving you the lift, shape and support you want." Comments: This almost could have been a 'fast fail' round-up! This is yet another one. (Link again goes to spot.) As Strap Perfect showed, lift/cleavage alone isn't enough to sell a product like this on DRTV. It was only the addition of the 'hides bra straps' pitch that helped Strap Perfect break through where other projects (e.g. Cleavage Control Clips) had failed. [ss]