Plumber's Secret: Old Gold?

New Name: Plumber's Hero
Starring: Marc Gill (and his mom)
Original Hit Years: 1999-2000 (Nos. 52, 60 on JW Annual)
Website: www.PlumbersHero.com
Prediction: On the fence

This product was done years ago with Bob Villa. (You can watch the creative here.) Since then, drain-opening devices have had a great run on live shopping and a poor run on DRTV. The only success I can think of is Ontel's Turbo Snake (No. 42 on the 2009 JW Annual), but that item has little in common with this one.

As for the creative, I think it's as good as it possibly could be. Marc nails all of the magic demos from live shopping and then some, and the added touch of having his mom perform the demo is endearing and effective. I also like the simplicity and memorability of the slogan: "Just press and unclog the mess!" For these reasons, I give this project a 50/50 shot whereas I would otherwise consider it unlikely to succeed.

[Spot is also available here.]

One Touch Can Opener: Old Gold? (2)

New Name: Smart Touch Can Opener
Current Marketer: Telebrands
Original Hit Year: 2006 (No. 13 on the JW Annual)
Original Marketer: Cricket
Website: www.BuySmartTouch.com
Prediction: Unlikely to succeed

This is a second attempt to discover 'Old Gold.' The first was by Harvest and was called the Tornado Can Opener.

Although the timing is getting better, my general feeling about gimmicky items like these is that it takes a long time for them to rise again -- if that is even possible. A full 10 years may not be long enough for people to forget that last time they (or someone they know) fell for this over-promise. And for those who may be forgetful, it is just too easy to 'Google the past' these days.

[Spot is also available here.]

Weekly Round-Up

Chargetastic Commercial

 

Dimmit Commercial

1. Chargetastic. Marketer: Eagle Eye. Producer: Paddock Productions. Pitch: "The on-the-go charging solution for today's modern family." Comments: Written by yours truly. [ss]
 
2. Dimmit. Marketer: Norman Direct. Producer: Paddock Productions. Pitch: "The easy way to change any lamp into a dimming lamp." Comments: Also written by yours truly, but alas a 'fast fail.' (Link goes to spot.) [ss]
 
3. Callus Magic. Producer: Hutton-Miller. Pitch: "The fast, easy way to remove cracked, dry calluses." Comments: This category has a mixed history. Ontel's Miracle Foot Repair was a big success back in 2001-2002. Telebrands' Heel Tastic also made the charts in 2009 and 2010. But there have also been several failures (Callous Clear, 30 Minute Foot Repair & Soothe Sox). Better odds than most categories, I suppose. [ss]
 
4. Fresh Shields. Pitch: "Underarm pads ... block odors and stains, keeping you fresh and dry." Marketer: Hampton. Comments: Another 'fast fail.' Spark Innovators tried a similar item in 2009 (Dry Guards) with the same result. [ss]
 
5. Shape Cakes. Starring: Connie Willis. Marketer: Spark Innovators. Producer: NexTV. Pitch: "Create incredible looking cakes in just minutes." Comments: Good spot, but this strikes me as something only the 'Martha Stewart minority' would go for. [ss]
 
6. SmartyKat Feather Whirl. Pitch: "The fun new way for your cat to play." Comments: The success of Cat's Meow continues to confuse people and cause them to chase products like these (sort of like cats chase a moving toy). On the bright side, lots of data allows savvy players to apply my 'one is an outlier; three is a category' rule and determine if this sort of item is worth focusing on. [ss]
 
7. Magic Card. Marketer: Will It Launch. Pitch: "Everything you need to power up and transfer data from device to device." Comments: Attempt #342. Something tells me the data-transfer twist won't make the CPO any better. [ss]
 
8. Paper Bling. Pitch: "Paper bead maker lets you create beautiful jewelry in no time." Comments: A 'fast fail.' (Link goes to spot.) I'm guessing 'paper jewelry' sounds like an oxymoron to most people -- even kids. [ss]
 
9. Wall Rider. Marketer: Telebrands. Pitch: "The new infrared control car defying the laws of gravity." Comments: Another 'fast fail.' (Link goes to spot.) [ss]
 
10. Wonder Wallet. Pitch: "The amazingly flat wallet that's twice as thin as a regular wallet." Comments: A final 'fast fail.' (Link goes to spot.) Slim wallets have a poor track record these days as I detailed here. [ss]

Flip Vision

Description: Flip-up reading glasses
Main Pitch: "Your reading glasses are always there when you need them and not when you don't"
Main Offer: $10 for a pair (choice of 5 magnifications)
Bonus: 2nd pair (just pay a separate fee)
Marketer: Telebrands
Website: www.GetFlipVision.com
Prediction: Unlikely to succeed

I have to go with category history here. I have never known any type of glasses to do well on DRTV except sunglasses.

Telebrands seems to disagree with my assessment. They have tested more eyeglasses than any other marketer (see Joy Readers, Flexy View) and have even apparently acquired projects with which other marketers have failed.

This certainly is an enticingly large category, but large categories are usually crowded categories that are very difficult to break into.

[Spot is also available here.]

Parachute Loom

Description: A bracelet maker
Main Pitch: "The new bracelet design station for weaving colorful creations"
Main Offer: $19.99 for loom, 5 cords & clips, how-to guide
Bonus: 5 camouflage cords & clips (free)
Marketer: IdeaVillage
Producer: As Seen on Productions
Website: www.ParachuteLoom.com
Prediction: Unlikely to succeed

This is a follow-up to IdeaVillage's Fun Loom and another attempt to apply the 'pro' line-extension strategy for which this marketer is famous.

Can the Rainbow Loom craze have a second act? And can a follower item be the one to initiate and capitalize on it? It's possible, but unlikely. Crazes do not often line extend, and these bands have all the markings of a craze rather than a category.

[Spot is also available here.]