Copper Hands

Description: Copper-infused compression gloves
Main Pitch: "Improved circulation, soothing comfort and support for the joints and muscles in your fingers and hands"
Main Offer: $12.99 for one pair
Bonus: 2nd pair (just pay a separate fee)
Marketer: Telebrands
Producer: Sullivan Productions
Website: www.CopperHands.com
Prediction: Unlikely to succeed

This is third copper-infused garment I've noted, and the third marketer to enter the fray following IdeaVillage's Copper Flex and Tristar's Copper Wear. Although also a compression garment, the product and pitch are quite different than the other two, which were more sports-focused and targeted the knees and elbows. Interestingly, this is also an improved version of an item Telebrands already tried under the name Miracle Hands.

Focusing on hand pain and targeting an older demographic makes a lot more sense for DR, so I think this project has the best chance of success to date. But I also think the copper pitch, in general, is low on credibility and hard for people to understand.

When I first started noticing these projects, I couldn't understand why everyone was chasing the concept. Then I saw Tommie Copper on the infomercial charts. (Amusingly, the clip I linked to has Montel Williams demonstrating copper-infused sleeves but talking about copper-infused gloves the company has yet to release).

Apparently, Tommie Copper has been running a ton of short form as well since their 120 almost made my True Top Spenders list for 2013. The higher price points and long form starting point had kept them off my radar, but now I see why certain quarters are so interested. And yet ... The claims made in the original infomercial and the claims that need to be made in all of the short-form commercials seem highly risky to me. I'd be surprised if some action weren't taken to modify them.

Clever Clasp: Old Gold?

New Name: Perfect Clasp
Original Hit Year: 2007 (No. 20 on the JW Annual)
Original Marketer: IdeaVillage
Website: www.PerfectClasp.com
Prediction: On the fence

I recall Clever Clasp being a modest hit, not a blockbuster. But it does solve a real problem for an aging population that has only gotten older since 2007. Six years is also within the range of possibility for a Phoenix to rise again, so this one has a decent shot.

I'm on the fence because this is my 17th "Old Gold" post and, insofar as this has been a record of attempts, the results are pretty mediocre. Here's a recap:

1. Moving Men: Bomb. But a similar item, EZ Moves, became a hit.
2. Sifteroo/Quicksand: Bomb. But a similar item, Sift 'N Toss (see No. 8 in this Weekly Round-Up) became a hit.
3. Turbie Twist: Bomb. But just on TV. It is still selling in select retailers.
4. DiDi Seven: Bomb.
5. Shelf Master: Bomb.
6. White Light: Bomb.
7. Insta Bulb/Stick Up Bulb: Hit! Appeared on my True Top Spenders of 2012.
8. Caulk Fast/Pro Seal: Bomb.
9. Bacon Wave: Hit! This one barely missed my True Top Spenders of 2013.
10. Rocket Tops: Bomb. Site is down.
11. Citrus Express: Site is still live, but it's not looking good.
12. Tornado Can Opener/One Touch Can Opener: Site is still live, but it's not looking good.
13. Fresh Mex Express/Smart Chopper: Site is still live, but I'm pretty sure it was a bomb.
14. Pastafina/Pasta Express: TBD
15. Scratch 911/Lens Doctor: TBD
16. Repeat Potty Pad/Potty Patch: TBD

So there you have it: Two hits out of the bunch. When all results are in, I think this will probably shake out to be a 1 in 10 hit rate for Old Gold items. That's decent but nothing to get excited about, and I think the strength of the hits also needs to be considered. I don't recall either item being really big at retail.

That said, I probably missed a few examples that deserve to be included in this analysis. One (two, really) that immediately springs to mind is Perfect Pancake. The fact that the item was a revival of a 10-year-old hit got lost in the duel with Telebrands' Flip Jack. But it made my 2013 mid-year list, and Telebrands' version (which was actually closer to the original) made both the mid-year and final lists.

Can you think of any other projects, successful or not, that should be included in this analysis? If so, post a comment.

Bell + Howell Super Nova Lantern

Description: An LED lantern
Main Pitch: "The unique, super-charged lantern that's so much more"
Main Offer: $19.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Emson
Website: www.SuperNova.com
Prediction: Unlikely to succeed

The industry's reaction to the success of Olde Brooklyn Lantern has been sadly predictable: Everyone has tried their own version of an LED lantern, hoping they would be the one to break the rules (i.e. there's only room for one and the Phoenix takes years to rise again).

Here's a list of seven attempts I have noted (and these are just the lanterns):

1. Catch-A-Light (Jan 2014)
2. Handy Lantern (Dec 2013)
3. Sun Genie (Dec 2013)
4. Liberty Lantern (Aug 2013)
5. Pocket Lantern (Aug 2013)
6. London Railroad Lantern (March 2013)
7. Maxini (Oct 2012)

Full disclosure: I was involved with one of the above projects (Maxini), so I am not immune to the Siren's allure. However, I was also involved with Life Lantern (No. 5 in this Weekly Round-Up), the first LED lantern to be tried on TV, so perhaps I can be excused for having trouble letting go.

My second experiment in this general category (EverLight in Dec 2013) helps answer the "but it's different!" objection. Emson's item breaks apart into two flashlights and has a built-in compass. EverLight was an emergency light with lantern-like properties, task light and night light all in one. That significant difference didn't matter, and it is unlikely to matter here, either.

Interestingly, Telebrands itself tested two of the items listed above (Pocket Lantern, London Railroad Lantern), so it seems no one is immune!

Power Up

Description: A portable device charger
Main Pitch: "Quickly and easily recharge your cell phone without an outlet"
Main Offer: $19.99 for one (silver or black)
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Website: www.BuyPowerUp.com
Prediction: Unlikely to succeed

This has become another Siren product, one that I'm surprised to see marketers keep chasing. Perhaps the roll-out of the Bell + Howell Solar Charger threw people off, but Emson rolls out a lot of products that have failed multiple times before. It appears to be some sort of brand/retail strategy.

Among those who continue to value CPOs above other considerations, the history is discouraging. Telebrands, for example, has tested two phone chargers (Finger Charger, Plug Purse) with no signs of life. In general, the 'device accessories' category has been a big dud and is now on my Bad Categories list.

As for the commercial, the opening sounded really familiar to me ... Turns out it's the same opening as Speed Out with the copy changed to fit. Self-plagiarism isn't a crime (or an ethics breach), and the consumer probably won't notice or care, so I see no problem with it. Just a little strange is all.

(Update: I originally reported the producer of this commercial was Infomercials Inc. It turns out that Infomercials Inc. did not produce this commercial, so it was not self-plagiarism after all. It was just plagiarism! This is the second time I have caught this sort of thing in as many weeks. Unless there is a back story here I don't know about, whoever wrote this commercial should hang his/her head in shame.)

Neck Brite

Description: A neck pillow & task light combined
Main Pitch: "Relax your neck and support your vision anywhere, any time"
Main Offer: $14.99 for one (choice of 5 colors)
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Website: www.BuyNeckBrite.com
Prediction: Unlikely to succeed

This is the Hug Light pitch with an added twist. But adding that twist limits the usefulness of the product. Some of the demos end up looking silly because the pillow aspect is clearly unnecessary.

More to the point, Hug Light became a Siren item that never really took off, and a better version tried later (see No. 3 in this Weekly Round-Up) also flopped. For that reason, I don't think this project is going anywhere.