Weekly Round-Up

David Jones for DissolvAway

1. DissolvAway. Starring: David Jones. Producer: Hutton-Miller. Pitch: "Super-concentrated cleaning power in a dissolving square." Comments: Solid creative, but every attempt to change people's laundry habits using DRTV has failed. Previous examples include a Telebrands item similar to this one called Pure Logic, Dropps and Ontel's Washer Balls (which followed the retail hit Dryer Balls). This is one of those categories where decades of experience and tens of millions in ad spending cannot be easily surmounted. [ss]
 
2. Bunion Bliss. Marketer: Lenfest. Producer: Concepts. Pitch: "The amazing new socks that help soothe the excruciating pain of bunions." Comments: Apparently a 'fast fail.' My guess as to why: This a niche problem, not a mass-market one. Then again, I thought ear wax buildup was a niche problem, too. Spot is here. [ss]
 
3. Flex Light Pro. Producer: Hutton-Miller. Pitch: "The amazing, poseable, magnetic, hands-free personal task light for any job." Comments: Since at least 2010, I have been arguing that task lighting is a dead category (see my Hex Light review, for example). I have yet to see proof of life. So while this is a cool product, the odds are against it. A few years ago a similar item called Hug Light was also tried. [ss]
 
4. Freezy Breezy. Marketer: Lenfest. Producer: Bluewater. Pitch: "Transforms your ordinary fan into a freeze machine." Comments: This struck me as a ghetto air conditioner when I first saw it, and real air conditioners aren't all that expensive these days. I do like the outdoor use, though. [ss]
 
5. Fresh Bowl. Marketer: Telebrands. Pitch: "The world's first oral health bowl." Comments: An older 'fast fail' referenced in my recent review of Brush No More. [ss]
 
6. Hero Tube. Pitch: "Twist, store, secure. Get organized the easy way." Comments: Amateur hour -- especially with regard to the pricing strategy. [ss]
 
7. Hot Stuff. Pitch: "Silicone go pop compacts." Comments: A bizarre commercial by what is obviously a DR dilettante. [ss]
 
8. Magic Grill Mat. Pitch: "The non-stick grilling solution that ... keeps your barbecue and oven sparkling clean." Comments: More amateur hour stuff. Spot is here. [ss]
 
9. Max Secure. Marketer: IdeaVillage. Pitch: "The first home alarm system for less than $20." Comments: A 'fast fail' written by yours truly. Spot is here. [ss]
 
10. Mighty Bite. Starring: Jeff Mancini. Pitch: "The world's only five sense fishing lure." Comments: Another dead category. See my review of Strike 'N Set for further details. [ss]
 
11. Perfect Pet Mat. Marketer: Telebrands. Pitch: "The only pet mat that keeps your dog or cat warm in the winter, cool in the summer and ultra-comfy all year long." Comments: Another 'fast fail' written by yours truly. Spot is here. [ss]
 
12. Quik Brush. Pitch: "Makes painting quicker and easier in half the time." Comments: I wouldn't call painting a dead category (yet), but its best days are certainly behind it. A case in point: EdgeMaster was a solid hit in 2002. Ten years later, EdgeMaster Pro was tested and never heard from again. [ss]
 
13. Super Rope Cinch. Pitch: "Secure anything without tying a knot." Comments: Still more amateur hour stuff. [ss]

Fun Loom

Description: A stretchy band bracelet maker
Main Pitch: "The creation station for your imagination"
Main Offer: $14.99 for the starter kit
Bonus: 2nd kit free
Marketer: IdeaVillage
Website: www.FunLoom.com
Prediction: N/A

This is the first of what I am sure will be many attempts to capitalize on the summer's hottest fad: Rainbow Loom. I guess the line "don't be fooled by imitations" is meant to be ironic?

On a side note, the New York Times has a good article on the inventor of Rainbow Loom. Here's one line that made me chuckle: "IF Rainbow Loom attracts imitators, the key to keeping them at bay is having 'a secret sauce' that no one else can replicate, according to Bill Aulet, managing director of the Martin Trust Center for M.I.T. Entrepreneurship and a senior lecturer at the M.I.T. Sloan School of Management."

"IF"? To borrow an analogy from a friend (HT: BQ), Mr. Ng is a big fat tuna in a sea of hungry sharks. He needs to find a powerful retail partner -- and fast. As real experts on the subject of imitation know, there is never a "secret sauce that no one else can replicate."

Fill N' Flavor

Description: A pan for making filled cakes
Main Pitch: "Create amazing cakes filled with ice cream, fruit, pudding, whipped cream and more"
Main Offer: $19.95 for the three-piece set
Bonus: 2nd set (just pay P&H)
Marketer: Allstar
Producer: The Schwartz Group
Website: www.FillNFlavor.com
Prediction: Unlikely to succeed

This is the first "Perfect" project I've reviewed that doesn't start with that branded word (for obvious reasons). Rather, it is brought to you "by Perfect Cookware," which will create an interesting challenge should this go to retail. It's also noteworthy because DR marketers routinely struggle with this issue when brand extending. Witness, for example, Tristar's attempt to brand extend the "Genie" line.

Moving on, I am beginning to think most items in the baking category are a sucker's bet. I'll have more to say on this in the September issue of Response, but that is the main reason for my prediction. Otherwise, if anyone has a shot at making an item like this work, it's this team. They are the True Top Marketer and True Top Producer, after all.

EZ Ears

Description: An ear-cleaning device for pets
Main Pitch: "The simple, mess-free way to clean your pet's ears"
Main Offer: $14.99 for one with 12 disposable tips
Bonus: Ear-cleaning solution, 12 more tips (just pay S&H)
Marketer: IdeaVillage
Producer: Blue Moon
Website: www.GetEZEars.com
Prediction: On the fence

I'm not sure how big of a problem this is for pet owners, but other pet hygiene items have done well. Examples include Peticure/Pedi Paws (for nails) and Plaque Attack/Plaque Blast (for teeth and gums).

The success of Wax Vac, an ear-cleaning device for humans that appears on my True Top Spenders list for the first half of 2013, may also be an indication there's a market here.

Everyday Handyman Secrets

Description: A book of DIY tips
Main Pitch: "More than 3,000 handyman hints ... the absolute best secrets to save you time and money"
Main Offer: $10 for one book
Bonus: 2nd copy of the book (just pay a separate fee)
Starring: The ubiquitous Marc Gill
Marketer: Telebrands
Website: www.GetHandymanSecrets.com
Prediction: On the fence

Two books from Telebrands made my True Top Spenders list for the first half of 2013: Who Knew? and Dr. Bader's Pest Cures. Has Telebrands figured out the secret to selling books in short form?

Not every attempt they've made has been successful, though. In fact, a recent project with several similarities to this one (e.g. it also starred a well-known pitchman), doesn't seem to have gone anywhere -- at least, not yet.