June 11, 2008

New This Week: Fridge Buddy and The Instaflator

Slim pickings this week, folks. If you’re craving more SciMark Report, check out this fascinating analysis of Perfect Pushup vs. Perfect Pullup.

1. FRIDGE BUDDY ($19.95) is a refrigerator air purifier. The pitch: “Replaces baking soda and green bag technology” because its mineral filter “traps ethylene gases, airborne bacteria, mold, odor and humidity.” The offer is buy one, get one free. The bonus is a Freezer Buddy. This is a Dynamic Response Group product. www.FridgeBuddy.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
There’s been a lot of activity in this category the past few years and only one product remains standing: Debbie Meyer Green Bags, a bona-fide hit according to my monitoring methodology. So can this product succeed where others have failed and take market share away from Green Bags? I doubt it because it’s late to market with a solution that's been tried before (see Fridge Balls).

2. THE INSTAFLATOR ($19.95) is a device for inflating pool rafts and toys. It looks like a giant wind sock (see picture below). You attach one end to the air valve of the inflatable item, and then breathe a single breath into the other end. Finally, you roll it up, forcing air into the raft or toy. The offer includes four of these devices. The bonus is a pool raft in your choice of yellow, blue or neon pink. This is an Incredible Discoveries product from The MillAir Company. www.BuyInstaflator.com
Product (D7) Score: 4 out of 7*
This is a neat trick (watch the demo on YouTube), but it has little chance of success on DRTV. Putting aside the fact that it’s seasonal and highly focused on one use (inflating pool toys), it doesn’t solve a serious enough problem. It’s also expensive at $20. Sure, you get four of these things, but who needs that many? Giving four is really just a transparent attempt to get more money out of the consumer.

Source: “New Spots for Week Ending 6/6/08,” IMS

* 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.

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