Description: Comfortable sandals with a nine-degree incline
Main Pitch: "Walk your way into that slim, tightly toned body you've always dreamed about"
Main Offer: $19.99 for one
Bonus: Heelez foot balm (just pay separate S&P)
Starring: Cindy Taylor
Website: www.Slimmettes.com
Prediction: Unlikely to succeed
There is a lot of activity in this space because this idea of shoes that give you a toning workout has captured the public's imagination and seems tailor-made for DRTV. We love this type of pitch, and it has a long history of success. My favorite example is Ab Lounge, a brilliant promotion of contradictions ("Lounge around and get great abs!" Hey, it works. People want the impossible -- to skip the gym and have a great-looking body -- and we promise it to them.
There is a lot of activity in this space because this idea of shoes that give you a toning workout has captured the public's imagination and seems tailor-made for DRTV. We love this type of pitch, and it has a long history of success. My favorite example is Ab Lounge, a brilliant promotion of contradictions. Lounge around and get great abs! Hey, it works. People want the impossible -- to skip the gym and have a great-looking body -- and we promise it to them.
That said, there are two reasons why this campaign is unlikely to succeed. First, the market is already crowded and getting more crowded every day. Second, and more important, there are already brand players in the space. FitFlop (great name) and Skechers Shape-ups have the early buzz and budgets on their side.
On a side note, I have to give this campaign a secondary rating similar to the one I just gave iRenew: Potential to blow up. The claims here set off my warning bells, and the FTC often doesn't decide what's a problem until after there are big-money fines it can issue. The good news is the agency will probably use FitFlop or Skechers as its "clarifying example."
