JUMBO UPDATE! Samurai Peeler, Smooth Away, Sheer Skin and Nine Other New Items

It's been a long time since I published an update, and my inbox is full of new items. To catch up, this week's entry has been "super sized," featuring reviews of a whopping 12 items. I apologize in advance for the length. To make up for it, I'm leading with what I believe are the next three DRTV hits.

1. SAMURAI SPEED PEELER ($9.99) is a high-end peeler that also slices and grates. It's specially design to peel in both directions. The pitch: "Peel it, shred it and shave it in half the time." The offer includes a snap-on attachment that turns the peeler into a Mandolin slicer. The bonus is the Samurai Julienne cutter. This is an SAS Group product pitched by Chef Tony Notaro. www.SamuraiPeeler.com
Product (D7) Score: 7 out of 7!*
Commercial Rating: Excellent!**
Comments: This is the same item as Tristar's Titan Peeler. It works the same way and does all the same things. So why did I give the Titan Peeler a 5 out of 7 and this a 7 out of 7? The commercial. When I reviewed the Titan Peeler back in August, I admitted that "I'm still not quite sure how it works or what it can do." That was because of the commercial. But now Chef Tony and the producer of this commercial have answered my questions. I get it, and I like it a lot. I also now understand that it solves a real problem. A reader named Kelly did try to explain the Titan Peeler to me. "What it does is peel," Kelly wrote. "What part of that is confusing?" But that's not it at all. Peelers are a commodity item, and at least one is sitting in every person's kitchen drawer. What makes this item different is it peels in both directions and has a handle that's perpendicular to the blades, which dramatically reduces peeling time (hence the "speed peeler" name). As for the commercial, I can't say enough about it. The contrast scene with a regular peeler is excellent. The magic demo (peeling a block of wood) is inspired (albeit by the Titan Peeler commercial). And using slow-motion to reinforce the speed idea, instead of just having Chef Tony peel more slowly, is pure genius. A sure-fire hit.

2. SMOOTH AWAY ($14.99) is a mildly abrasive pad that buffs away body and facial hair. The pitch: "Smooth away unwanted hair in moments and exfoliate at the same time." The offer is for one large Smooth Away (for legs and body hair) with four pads, and one small Smooth Away (for facial hair) with four pads. The bonus is a second set free (just pay S&H). This is an IdeaVillage product and a Mark Olson commercial. www.GetSmoothAway.com

Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: The hair-removal category has always been a hot category and, as the success of Epilady demonstrated years ago, women are willing to try anything to make the process easier. "Painless" also emerged as a key benefit in the early part of this decade, as evidenced by the monster success of IdeaVillage's Finishing Touch. Now IdeaVillage has done it again, introducing the next hit in this category. (Full disclosure: I worked on this campaign.) The only weakness I see is the inability of TV to convey that this is a credible solution. When you see the demo live, you believe. But can a commercial generate the same effect? Of course, at $14.99 women may simply buy it to try it and, once they see that it works for themselves, buy it again. Another definite winner.

3. SHEER SKIN ($14.99) is an abrasive pad that buffs away body and facial hair. The pitch: It's "the all-over body hair removal system that's completely pain free." The offer is for five large exfoliating pads and five "petite" pads with a storage pouch included. The bonus is a second set free (just pay S&H). This is a Tristar product. www.BuySheerSkin.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: It happens all the time: Two smart DRTV marketers discover an item at the same time and launch campaigns within weeks or days of each other. Such is this case with this product. This product and commercial are every bit as good as IdeaVillage's. In fact, I think the commercial is better -- although Smooth Away does a better job of presenting the offer. It will be interesting to see who can make the most of this hot item.

4. SUPER SLIM WALLET ($10) is an ultra-thin wallet for women . The pitch: It's "only half an inch thin," yet it can "hold up to 50 common items that you carry in your current wallet." The offer is for one wallet in classic black and includes an attachable "Sure Safe Strap." The bonus is a second wallet in red, also including a strap (just pay S&H). This is a Telebrands product. www.SuperSlimWallet.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This product is a female version of Ontel's Slim Clip, a DRTV success story. As perfectly positioned toward men as Slim Clip is, this item is perfectly positioned toward women. (Full disclosure: I helped launch the Slim Clip campaign.) As for the commercial, it borrows heavily from both the Slim Clip and Buxton Bag commercials. But as they say: "Imitation is the sincerest form of flattery."

5. WONDER HANGERS ($9.99) are closet space-saving devices. They hold five hangers and then fold down vertically to save space. The pitch: "Guaranteed to triple your closet space for neat, wrinkle-free clothes." The offer includes five units, or enough to hang 25 garments. The bonuses are two Bend A Hangers (just pay P&H), foam hangers that bend into any shape, and an Ultra Bright Light (stick-up light) with five LEDs (just pay P&H). Then they double the entire offer. This is a Hampton Direct product and a Concepts TV commercial. www.WonderHangers.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an "old is gold" item from 1989. Back then it was called "Magic Hangers," and Telebrands sold 40 million units, according to Response magazine (links to a PDF). Today, the closet space-saving category is much more crowded with solutions, so the item won't do nearly as well. This includes recent TV items, such as Joy Mangano's Huggable Hangers, which are touted as a way to "double, triple, even quadruple your closet space." That said, I like the product and the offer. The addition of the foam hangers (a hot catalog item) and the LED stick-up lights gives this better odds of success. As for the commercial, it does a solid job of setting up the problem, demonstrating the product and showing the end result.

6. PET ZOOM NAIL GROOM ($19.95) is a tool for filing down a pet's nails. It features a stainless steel buffing disc with a protective nail guard. The bonus is a "Comb and Cut" brush with two free blades. This is an Emson product. www.PetZoomNailGroom.com

Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: This is another attempt to capitalize on a red-hot idea first introduced by the Peticure people and now dominated by Telebrands' Pedi-Paws. In July, I predicted Pedi-Paws would take over this category, and it seems my prediction was correct. Good news for Telebrands; bad news for Emson. They will find it difficult to compete with Telebrands on TV, and they will have absolutely no shot at major retail, which means their advertising will simply support Pedi-Paws retail sales. Incidentally, it seems PetZoom is destined to be a "me too" brand. The original PetZoom product, a self-cleaning pet brush, was third to market after IdeaVillage's Pet Groom Pro (which also generated ions) and Billy Mays' Petsy Brush.

7. CLOSER LOOK ($14.99) is a pair of magnifying glasses with one lens that flips from eye to eye. The reason: So you can apply makeup to the uncovered eye while being able to see with the other. The pitch: "Allows you to see clearly for perfect makeup application." The offer
includes a quick-dry hair wrap. The bonus is a lighted compact mirror and a pair of lighted tweezers. This is an IdeaVillage product and a Concepts TV commercial. www.BuyCloserLook.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a great item perfectly targeted toward an aging demographic. (Full disclosure: I worked on this campaign.) Its only weakness is the size of that demographic. DRTV items work best when they have the broadest possible appeal. Restricting the market to older women and/or women with vision problems reduces the odds of success. As for the commercial, it's a little too young and the music a bit too "clubby" for my liking. However, the product demonstrations are solid and you get what this does. Should be a hit.

8. BIG BOSS GRILL (2 pay, $19.95) is a countertop grill with four sets of interchangeable grilling plates. The pitch: "Goes from grill to griddle to waffle iron to sandwich maker quickly and easily." The bonus is a recipe guide. This is an Emson product and a Hot Spots TV commercial. No URL

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is an interesting product that could have a shot on DRTV -- if only it were half the price. I also question whether it solves a real problem. That's the trouble with combination products: They solve the problem of having to buy and store multiple things, but most people already own those multiple things, so they've already spent the money and figured out the storage issues. You have to hope you're catching them at a time when they're in the market for a new thing, and that they will buy your item because it does more.

9. DETECT ($14.95) is a cat litter additive that detects illness. The pitch: Spread it on top of any cat litter and the "color-changing technology" helps you recognize "if your cat has one or more of the most common feline health problems." These problems include bladder,  kidney and liver diseases. The offer is for one bag. The bonus is a second bag free (just pay S&P) and a DVD for cats called the "Couch Potato Kitty DVD." This is a Vertical Branding product. www.BuyDetect.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: The pet category is a double-edged sword for DRTV marketers. On the one hand, it comes with a highly responsive audience that tends to view their pets like their children. That means pet items start with higher-than-average odds of success. On the other hand, the pet category is still a niche category, especially if you target a specific animal (e.g. cats only instead of cats and dogs). That lowers the odds of success because your potential customer base is much smaller than average. This item is also handicapped by the fact that it's trying to sell "early detection," which is just another way of saying "prevention." And prevention doesn't sell, whether it be for humans or for pets. The reason: DRTV items are purchased on impulse, and there is no impulse to buy something that might happen in the future. Impulse items, by definition, must meet an immediate need.

10. SUPER SHEARS ($14.99) are serrated kitchens shears. The pitch: "They cut like a gourmet knife, but are as easy to use as a pair of scissors." The offer is for one pair. The bonus is Handy Shears, a similar item for jobs outside of the kitchen. This is an IdeaVillage product pitched by Chef Tony Notaro, and a Blue Moon Studios commercial. www.GetSuperShears.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This item is lacking in several key areas. First, it isn't unique enough. To me, it looks like the dozens of other kitchen shears on the market. Second, it doesn't seem to solve a problem that isn't already being solved by other kitchen shears. Third, the claims being made aren't very credible. For example, there is no reason to believe these shears cut better than any other pair of kitchen shears, let alone like a gourmet knife. As for the commercial, it features Blue Moon production quality, which is always a plus. However, I think the creative could have done a much better job of selling the product, despite its flaws. Part of the reason the item looks so ordinary is that the commercial doesn't do much to make it look extraordinary.

11. KID KLEEN SYSTEM ($29.95) is a set of bath toys. The primary items are the Bath Blizzard, a bathtub bubble generator, and "dough" soap, which is soap kids can "squeeze, roll cut and shape." The pitch: "Now getting clean can be as much fun as getting dirty." The offer includes a bottle of bubble bath, and cookie cutter molds and an extruder for the soap. This is a Spin Direct product and a Miller Direct commercial. www.BuyKidKleen.com
Comments: I'm going to stop rating these products and commercials using my traditional criteria, since I believe the kids' category has its own set of criteria (and, frankly, I'm not completely sure what they are). However, I will continue to monitor these items for research purposes -- and to highlight the excellent work of Spin Direct and Miller Direct. Based on the sheer volume and variety of commercials they are putting out, they have obviously found a DRTV niche here that no one else has been able to exploit as successfully or consistently. Whenever this happens (as it did with BodyRev and men's fitness), I like to shut up, pay attention and learn.

12. FLUBBY ($9.99) is bouncing putty for kids. The pitch: It's the "funny putty you grab, shape and bounce." It also picks up images from paper. The offer is for four buckets in red, blue and glow-in-the-dark green and yellow. The bonus is four additional buckets in purple, white and glow-in-the-dark orange and pink (just pay P&H). This is an SAS Group product. www.BuyFlubby.com
Comments: Speaking of learning, it seems SAS Group has done exactly that. This is an excellent product for kids, and so well done I expected it to come from Spin Direct. There's even a smart appeal to parents that reminds them of a true "old is gold" item: Silly Putty.

Sources: “New Spots for Week Ending 10/3/08,” IMS (1); “New Spots for Week Ending 10/10/08,” IMS (9, 12); “New Spots for Week Ending 10/17/08,” IMS (4, 10); "Vol. XVII, No. 45-B for 9/12/08,” Jordan Whitney (2); "Vol. XVII, No. 48-B for 10/3/08,” Jordan Whitney (5-6, 11); "Vol. XVII, No. 49-B for 10/10/08,” Jordan Whitney (7-8); "Vol. XVII, No. 50-B for 10/17/08,” Jordan Whitney (3)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

New This Week: Silver Sonic XL, Loud 'N Clear, Magna Scripts and more

This week I have a special treat: Guest commentary from an industry icon.

Anthony Sullivan has been a famous TV pitchman for more than a decade, and he continues to produce and star in hit DRTV spots and infomercials every year. Space prevents me from listing all of his successes, but he is most recently known for turning Ontel's Swivel Sweeper into an international sensation with millions sold domestically and abroad.

Perhaps as a measure of his success, the Discovery network recently ordered 13 episodes of a new reality show starring Sully and another industry icon, Billy Mays. Called "Pitchmen," the show will chronicle the life of different DRTV products as they go from initial discovery to success or failure on TV. The show began filming last month at the annual ERA tradeshow in Las Vegas.

Sully and I have worked together on several projects over the years, and I'm honored to have him contribute to the blog this week. Here's how it will work: I'll take on my usual role of explaining and rating the products. Sully will take over the commentary section, giving his thoughts on the commercial as well as the product. Without further ado ...

1. SILVER SONIC XL ($19.95) is a personal sound amplifier that looks like a cell phone earpiece. The main claim: "Picks up and amplifies sound from up to 30 yards away." No bonus. This is an Emson product under the Bell & Howell brand. www.SilverSonicXL.com

Product (D7) Score: 6 out of 7* (not unique)
Sully Says: Before I went to the site, I thought this was a sonic silver cleaner! I’m amazed at what a poor name this is for the product. Maybe it was chosen for the trade dress protection? I think this is a retail play by the marketer to piggyback on the success of IdeaVillage's Listen Up and Telebrands' Whisper 2000. Many of the scenes are repeats of scenes from these commercials with some new scenarios added. But how much can you really do with this type of product? The offer seems a little weak at a $19.95 price point. I think we will see this on the shelves at retail, but I will be surprised if we see it on television.

2. LOUD 'N CLEAR ($14.99) is also a personal sound amplifier that looks like a cell phone earpiece. The pitch: "So powerful, you can hear a pin drop from across the room" and "conversations from across the street." No bonus. This is an IdeaVillage product and a Blue Moon Studios commercial. www.GetLoudAndClear.com

Product (D7) Score: 6 out of 7* (not unique)
Sully Says: First things first: This is MUCH better name for the same product. It clearly states what the product does, which personally I like. This commercial, in my humble opinion, is also a cut above Silver Sonic XL for several reasons. For one, there are a couple of stand-out scenes. The pin drop is memorable (and played twice) and, while a little hokey, the ‘Bingo' scene plays right to the target demographic. The 'Amazing Grace' church scene is a little out there, but why not? The lighting and art direction are also pleasing to the eye, and the producer did a good job of showing the versatility of the product. (On a side note, I would like to see if we could get a Loud 'N Clear into McCain’s camp and find out who advised him to pick Sarah Palin as his running mate because I’m pretty sure it wasn’t him.) Moving on, the offer is not that strong. However, the retail comp does help establish value. And at $14.99, I think the phone has a much better chance of ringing. How could this commercial be improved? Billy Mays as the spokesperson would put this over the edge. "HI, BILLY MAYS HERE FOR LOUD AND CLEAR!" The rest is history! (Another side note: What is wrong with a hearing aid? I’m amazed so many people want to hear better. Maybe I’m lucky with 20-20 hearing.)

3. MAGNA SCRIPTS ($14.99) are lighted magnifiers that attach to prescription bottles. The pitch: "Lets you read any prescription bottle with ease, no matter how small the print." The offer is for three magnifiers. The bonus is five Pill Minders, which also attach to prescription bottles and help you count how many pills you took. Then they double the entire offer. This is an IdeaVillage product and a Blue Moon Studios commercial. www.MagnaScripts.com

Product (D7) Score: 6 out of 7* (not mass market)
Sully Says: I give the naming of this product a 2 out of 10. When I saw the link, I thought it was a magnetic script-holding device! I was pleasantly surprised to see that this is a product that makes reading prescription labels easy for those who are visually impaired or who can’t read three-point text. It's perfect for our “pilled up,” over-drugged nation. But the name! I just can’t get past it. Magna? Magna Carta? Wasn’t that an ancient document signed by Henry VIII of England? Who is picking these names? STOP – get another job! And then to make it worse: The Magna Script is shown doing more than “magnascripting.” It's shown being used to look for keys and read menus. It needs a better name. I like the product, and I like the commercial, which is well produced. I know how hard it is to shoot in low light and make the video footage look good, so hats off to the producer for hitting the right balance. I think a more shocking opening like, "passed out individual on the floor with an EMT crew giving a stomach pump,” could have set up the problem a little better. The offer is strong, and with more OTC prescription drugs being peddled by our amazing healthcare system, I think this has a great shot at retail. With a name change, it has a 50 /50 shot on TV. How could this be made better? A Kevin Trudeau endorsement.

4. LE MINX ($14.95 trial) is cordless flat iron. It features a lithium ion battery and ionic torumaline plates. The pitch: "Lets you style and repair your hair anyplace, anywhere." The offer includes a charging base. The bonuses are a carrying case and a car adapter. This is an Emson product under the Sharper Image brand. www.LeMinx.com
Product (D7) Score: 5 out of 7*
(not priced right or credible)
Sully Says: The name of this product is puzzling – it has little to do with the actual product and sounds like something more akin to a fur coat. The Sharper Image brand adds credibility, and the category has been hot on the shopping channels for some time. The before and afters are compelling, and I think the portability is demonstrated well. This product does solve a common problem and the cordless aspect makes it unique. Hair is always a tough category and finding the right models can be the difference between making it and breaking it. The girls and the styling in this spot are average, but so is the consumer, so the connection could be spot on. This commercial, while not super “high end,” covers all the bases and does a decent job of giving me reasons for wanting to buy it. The $14.95 price point could be "too good to be true," and I wonder if consumers will question just how good a cordless flat iron can be for $14.95. I give this a good shot at making it to rollout, and there is no question that it will sell through at retail providing Sharper Image can ride out the current retail storm. What could make this show better: A spokesperson with beautiful hair and a less “selly” voice.

5. KEEPEEZ ($14.95) are clear plastic lids for bowls and storage containers. The main claim: With just a press, it "vacuum seals to create an air-tight seal for weeks." The offer is for four different size lids (3.5, 4.5, 6 and 8.5 inch). The bonus is four "designer bowls" and an extra-large (10.5 inch) lid free (just pay S&H). www.Keepeez.com
Product (D7) Score: 4 out of 7*
(not unique, priced right or credible)
Sully Says: I like this product, and I like this commercial – but I don’t love it! I think the name “Keepeez” is vanilla. Personally, I would have used a spokesperson for this, and I would have used that person to execute some of the live demos. In the first part of the commercial, it’s hard to see how these actually work. I’m biased because I have personally used the product, so I know. But does a first-time viewer actually get what is happening? Solution: The camera could have been placed a little more “bottom floor,” and I think the parabolic vacuum seal would have made an interesting visual. The stand-out scenes in this commercial (muscle man, dropped container, melon and inverted water) are brushed over like they are no big deal when, in fact, each one of these demos is HUGE. Lose the music, add a spokesperson and tighten up the offer. I will be surprised if this works. It’s a great item, but I know returns are high on QVC ... Watch this space.

Sources: “New Spots for Week Ending 9/26/08,” IMS (2-3, 5); "Vol. XVII, No. 47-B for 0/00/08,” Jordan Whitney (1, 4)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

New This Week: Blox, Super Juicer, Pro Caulk and more

This post features products (first and last entry) by two players with the same family name. I welcome the family back to launching new DRTV products after what has been perhaps the most successful run in industry history.

1. BLOX ($19.99) is a spray that makes fabric repel stains. The pitch: “Blocks stains before they start.” Specifically, it repels “organic, water-based, oil-based and combination stains.” The offer is for two bottles of the In-Wash Fabric Protector. The bonus is a bottle of the Quick-Spray Fabric Protector. This is a Vision Company product. www.BloxTvOffer.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Excellent!**
Comments: This product comes from an unfamiliar company headed by someone with a very familiar name: David Appel. That’s right, the same family that brought you Orange Glo and OxiClean is at it again, and they may just have another hit on their hands. The commercial is nothing short of brilliant, evoking the early days of the Billy Mays and OxiClean. Pitchman Jason Williams deftly performs one magic demonstration after another. It's galvanizing, perhaps enough to overcome the weaknesses of the product. I see two. One, this product prevents a problem instead of solving one, and prevention typically doesn’t sell. (Thought experiment: Name at least three well-known stain removers. Now try to name three well-known stain preventers.) Two, I think many people will have concerns over what this liquid does to fabrics. The first FAQ on the Web sit makes it clear the marketing team is aware of this problem and concerned about it. They claim the product “will NOT change the look, feel, or breathe-ability of fabrics,” but that’s a difficult credibility barrier to hurdle with just words.

2. SUPER JUICER ($14.95 trial) is a 700-watt, stainless steel juicer. It features an oversized feeder and a pulp collector that double as a food processor. The pitch: "Get fresh, all-natural juice in seconds" that makes you "feel youthful and energetic." The offer includes free shipping. The bonus is a recipe book. This is an Emson product under the Sharper Image brand. www.InfinitiJuicer.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: The marketers behind this campaign obviously couldn't decide what they wanted to call the product. The spot calls it the "Sharper Image Super Juicer." The Web site calls it the "Bell & Howell Super Juicer." The URL indicates it was once called the "Infiniti Juicer." I call it "a late attempt to capitalize on the success of the Jack LaLanne Juicer." (Tough URL, I know.)

3. PRO CAULK ($19.95) is a silicone tool for applying caulk. The pitch: "The only hassle-free way to apply silicone with no mess and a perfect finish every time." The offer includes one large and one small tool. The bonuses are a mini-tool for hard-to-reach areas, a silicone remover tool and a tube of silicone. The kit comes with a five-year guarantee. This is a National Express product and a Concepts commercial. www.BuyProCaulk.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: This is an old product under a new name. Back in 2006, it was on TV under the name "Pro Seal." For some reason, it disappeared and has now resurfaced under the current name. Based on the number of times I've seen this commercial lately, I have to guess it's successful. But I can't imagine that success will last for long. That's because the market is limited. The item only appeals to people with an interest in doing their own caulking. DIYers at this level are a substantial market, but they aren't the mass market. Caulking is also an infrequent occurrence. As for retail, this item is virtually indestructible, which means zero repeat purchases. If the caulk is special, there could be a continuity business there. Otherwise, I predict people will buy this once, use it twice and keep it in a drawer forever. As for the commercial, I like it because it's simple, focusing on the most important thing when you're marketing this kind of item: frequent, close-up demonstrations. The producer also did an excellent job of building an offer around something that, by itself, looks like a $1.99 value

4. PIXOS ($29.95) are multi-color beads that stick together when you spray them with water. The pitch: "Just pop and spray for patterns that stay." The offer includes a workstation with a built-in fan for drying the creations, 1,000 multi-color beads, Pop Pens that dispense the beads and several design trays. The bonus is double the entire offer. This is a Spin Direct product and a Miller Direct commercial. www.BuyPixos.com

Product (D7) Score: 4 out of 7*
Commercial Rating: Good/Excellent**
Comments: Every production company has at least one product category they handle better than anyone else in the industry. I think of Blue Moon and pet products, LoudMouth TV and fitness products and, without a doubt, Miller Direct and toys. This is another fine example of their work. The product itself faces all the usual challenges a kid's product faces, but that doesn't seem to matter much in the hands of the Miller team. They are the best at creating winners in this lucrative niche category. There is only one potential dark lining to this silver cloud, but I won't belabor it.

5. AAAH (Free Trial) is a foaming cleanser that makes toilet paper moist. The pitch: “Makes ordinary toilet paper extraordinary.” The offer is for one bottle that can make up to 300 toilet paper "wet wipes." The bonus is a 1.6-oz travel size. www.ByeByeDry.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is another Appel product, this time from the patriarch of the family: industry icon Max Appel. Mr. Appel took OxiClean from zero to a multimillion-dollar brand that was eventually acquired by CPG powerhouse Church & Dwight. In other words, he knows a lot more about direct selling than I do. Yet I still must conclude that this product is unlikely to succeed. That's because it doesn’t have a real reason for being. If people want wet toilet paper, they’ll buy the name-brand, pre-moistened variety. If they don’t,  advertising isn't going to change their minds. This product is also handicapped by the "embarrassment factor." As the marketers of Just A Drop and FREE! have no doubt discovered, it’s hard to sell a product that solves an embarrassing bathroom problem. It's also hard to advertise such a product without the commercial devolving into self-parody. For this, I give the producer credit. He did an excellent job with what he was given. The spot uses just the right dose of humor, hits most of the proven DRTV techniques and still manages to retain a brand feel. Nicely done.

Sources: “New Spots for Week Ending 9/12/08,” IMS (5); “New Spots for Week Ending 9/19/08,” IMS (2);  "Vol. XVII, No. 46-B for 9/19/08,” Jordan Whitney (1, 4)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

New This Week: Iron Gym, Shoes Under, Perfect Patty and more

Now is one of the best times of the year to test DRTV items. That's because it's a "goldilocks" media environment: both media rates and response levels are just right. Not too high and not too low. So if an item tests well now, you know it's for real. Perhaps that's why I'm noticing a consistent run of solid products from experienced players. Here are a few more examples.

1. IRON GYM ($29.99) is a multi-functional exercise bar. It can be used to do pull-ups, sit-ups, push-ups and dips. As a pull-up bar, it uses friction to lock onto a doorframe, so there's no installation required. The pitch: "It turns any door into your own personal gym in just seconds." The offer includes a workout guide. The bonus is a pair of hanging ab straps. This is an Ontel product and a LoudMouth TV commercial. www.BuyIronGym.com

Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: This product taps into a short-form trend started by BodyRev: fitness items specifically targeted toward younger men. Like BodyRev's products, this item is priced high for TV. But price doesn't seem to matter as much to this new DRTV demographic, as evidenced by the staggering success of Perfect Pushup (it was the only short-form DRTV item of 2007 that made it onto both annual charts). The commercial also follows a newer formula, forgoing some of the  Tried & True DRTV Techniques in favor of "amping up" its audience with lots of ripped muscles and tough-guy talk. LoudMouth TV's Annika Kielland is one of the best in the business when it comes to this format. I've admired some of her earlier work, and she does an excellent job here again.

2. SHOES UNDER ($9.99) is a shoe organizer and storage solution. It's designed like a dresser drawer with a clear cover that zippers closed, and it has 12 compartments. The pitch: "Keeps 12 pairs of shoes neatly separated, so its easy to find just the right shoes when you need them." The offer is buy one, get one free (just pay separate S&H). This is a TeleBrands product. www.ShoesUnder.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is a practical problem solver with a lot of DRTV potential. Historically, this has been a good category for TV. TeleBrands should know: It practically pioneered the category with its Shoes Away product in the 1990s. Today, shoe organizers abound, and that's the only problem I can see with this product: It's entering a crowded category. As for the commercial, it utilizes many of the DRTV techniques and flows well from start to finish. Missing are a good value comparison and a strong satisfaction guarantee, two things that are easy to include and too often overlooked. I would also liked to have seen a contrast with other shoe storage solutions, since this is the main challenge the product faces. However, the offer presents a great value, and that might be more than enough to make this a hit.

3. PERFECT PATTY ($19.99) is a device for making hamburger patties. You put chopped meat into a cylinder, press down with a plunger, insert a divider and repeat until the cylinder is loaded with patties. The pitch: "Just load, press and [it] does the rest. Your hands never touch the meat." The offer includes a set of dividers and an airtight lid for storing the patties in the freezer or a cooler. The bonuses are a measuring scoop, a recipe guide and a smaller version for making mini hamburgers. This is an Eagle Eye product and a Miller Direct commercial. www.PerfectPatty.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: It's awfully late in the grilling season to be introducing this product. Perhaps the marketer is just looking for a read, and plans to reintroduce the item next summer. If that's the plan, and I hope it is, the item has a good shot at working. Besides its seasonality, it has only one real weakness: It doesn't solve a painful problem. Making hamburger patties is a minor inconvenience, and you can buy great hamburger patties pre-made at the supermarket. As for the commercial, it hits all the right points and uses most of the proven DRTV techniques. Miller Direct did solid work again.

4. STEP 'N SHINE (2 pay, $19.99) is a floor mat that illuminates when you step on it. It also sends a wireless signal to additional wireless "puck" lights up to 100 feet away. Stepping again turns the lights off. The pitch: "No wires, no cords and no clapping." The offer includes the Activator Mat, two wireless lights and two light hooks. The bonus is a third light and hook free (just pay S&H). www.StepNShine.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: Cut the price in half and go back in time a few years, and this item would be a major hit. But today, at twice the recommended price for a short-form DRTV item, this product doesn't have a chance. That's because the wireless lighting category is saturated with solutions that have been all over DRTV. And I do mean saturated: Of the top five players in the short-form DRTV industry, four have successful lighting solutions on the market! (In case you're wondering, the product names are Handy Switch, Stick Up Bulb, Stick 'N Click and Quik-Brite.) This innovative product tops them all, but it won't matter. "Better than" products seldom work on DRTV. Being perceived as new and unique is much more important. Just ask the half dozen companies who have tried and failed to market wireless lighting solutions since the big boys launched theirs. As for the commercial, it's well produced, easy to understand and makes good use of testimonials. With the exception of the price, the offer is also strong.

5. ECO CANTEEN ($9.99) is a stainless steel water bottle. The pitch: “Save money, save the environment and protect your family’s health” by filling this with tap water instead of buying bottled water. The pitch: Plastic bottles can "leach toxins into the water your drink," and 80% are "never recycled ... lasting over 700 years in landfills." The offer is for one 26-oz bottle. The bonus is a tote that goes over the bottle and keeps beverages cold (just pay P&H). www.EcoCanteen.com

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: This product isn't unique or right for the mass market, and it doesn't solve a perceived problem. Most people are more than happy with their bottled water, as evidenced by the continued strong sales in the category. As for the commercial, it misses many of the DRTV techniques and starts off with two problems that aren't going to resonate with most viewers. Toxic water bottles? Far fetched and, as the saying goes, "prevention doesn't sell." Saving the environment from discarded bottles? As I explained in an earlier post on "green" marketing, studies show most consumers aren't motivated by environmental concerns. That said, the commercial isn't bad. There just wasn't a lot to work with here.

 

Sources: “New Spots for Week Ending 9/5/08,” IMS (2); "Vol. XVII, No. 44-B for 9/5/08,” Jordan Whitney (1, 5); "Vol. XVII, No. 45-B for 9/12/08,” Jordan Whitney (3-4)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

New This Week: Sticky Swat, Gator Grip, Point 'N Paint and more

It's not unusual to see "new" TV products that are inspired by hits from the past. Many people subscribe to the "old is gold" school of thought and look for ways to bring back products that have worked before. But second-time success is by no means guaranteed. Indeed, of the five products I analyzed this week, four appear to have been inspired by previous DRTV items (every one but the first one). Yet only one (#2) has the potential to become a hit in my opinion.

1. STICKY SWAT ($19.95) is a device for trapping and disposing of bugs. It looks like a fly swatter, but the swatter part hinges open to reveal a sticky compartment that grabs the bug. It's also spring-loaded, so it shuts with the flick of a wrist. The offer includes six sticky traps (fly papers). The bonus is 18 more for a total of 24 traps. This is a MasterCore Technologies product. www.StickySwat.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: It's awfully late in the season for this item to be testing on TV, but in season I think it could be a winner. Part of the reason is the commercial, which is very well done. It has a high-quality, brand feel yet seamlessly integrates the T&T techniques. My only criticism is the offer, which seems weak.   

2. GATOR GRIP SUPER G ($19.95) is a universal socket with a ratcheting handle. The pitch: "Retractable steel rods" inside the socket "self-adjust to fit any size fastener, then hold on tight while the powerful ratchet action does the hard work for you." The bonus is an adapter that converts the tool to a ratcheting screwdriver, plus four screwdriver bits. This is a National Express product. No URL

Product (D7) Score: 6 out of 7*
Commercial Rating: Good**
Comments: This is an old item trying to make a comeback. It was a hit in the 1990s, and a bonus for a hit (IdeaVillage's Grip Wrench) in the early part of this decade. The original came with a traditional ratchet while the new "Super G" is permanently attached to an innovative and ergonomically designed ratcheting handle. I think the upgrade was necessary to increase the perceived value of the product. However, the offer is still fairly weak in my opinion. If the campaign doesn't work, a bigger offer with some better bonus items should be tested. As for the commercial, it hits almost all of the DRTV techniques. The only thing I didn't notice was a strong value comparison.

3. BACK BOOSTER ($19.95) is a back-support pillow. The main claim: It's "the ultimate in portable lumber support that can offer relief from backaches when sitting." The offer includes a nylon storage bag. The bonus is a second one free (just pay S&P). This is a Greenberg Chiropractic product invented/pitched by chiropractor Jonathan Greenberg. www.BackBooster.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product isn't unique, exciting or credible (despite the chiropractor endorsement). Similar solutions have been around for years, long enough for people to know they are limited in their effectiveness. Even if the item were new, it would struggle on DRTV because it isn't demonstrable. Ontel's Seat Solution is perhaps the closest a similar item has come to DRTV success. As for the commercial, it makes good use of testimonials, but feels slow and sleepy.

4. POINT 'N PAINT ($19.99) is a triangular painting tool. The pitch: You can "paint a room in under an hour" because it makes edging easier, "holds five times the paint of a roller and has eight times the painting surface of a brush." It also features a screw-in pole for reaching ceilings. The offer includes the pole and a special paint tray. The bonuses are a mini-version called the "Mini Edger" and replacement pads for life (just pay S&H). This is an Adcomm commercial featuring Anthony Sullivan. www.PointNPaint.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This product's design resembles Ontel's Glass Wizard. And while that design may be good for cleaning glass, I have trouble believing it could be used for painting. I get that its triangular tip is probably useful for edging (although an edger is included as a bonus), but I don't get how smearing paint on a wall is better than rolling it on or brushing it on. Looking at the product on TV, I also think the claim that its pad can hold five times the paint of a roller, or cover eight times the surface of a brush, isn't very believable. As for the commercial, there's a lot of solid demos in it reminiscent of the early 1990s hit EdgeMaster. The difference is that the EdgeMaster was more believable and focused narrowly on the edging problem, which is where the true pain of painting lies.

5. RAYOVAC PULL LIGHT ($24.95) is an LED flashlight that can be charged manually using a cord that comes out of the handle. The pitch: "Just pull and you get instant light every time." It's also rechargeable the traditional way with a flip-down plug, and it can be set to go on automatically when the power goes out, or to turn on at dusk and off at dawn. The bonus is an LED keychain light. This is an ARM product. www.PullFlashlight.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: The market has been inundated with self-charging flashlights since the success of the Everlife/Faraday Flashlight in 2005 (No. 7 on the Jordan Whitney annual chart for that year). Three years later, it's still too soon for a flashlight like this to be successful on TV again. That's because it doesn't feel new and exciting anymore, and that was a critical part of that product's success. (ARM, formerly DTR, was behind the Everlife Flashlight as well.) Without that quality, you have a preventative product that solves a minor and infrequent problem. Oh, and this product is $5 too expensive for DRTV.

Sources: “New Spots for Week Ending 8/29/08,” IMS (1); "Vol. XVII, No. 43-B for 8/29/08,” Jordan Whitney (2-4)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.