It's time for a little house cleaning! Here's a quick review of every item still left in my "to review" folder:
- zQuiet (30-day Trial). An anti-storing mouthpiece. Pitch: "Comfortable enough to wear every night." www.zQuiet.com
Prediction: N/A
Snoring products must work on a different model than regular DRTV products. That's my only explanation for why a product like Pure Sleep, which costs $60, made the 2009 IMS Top 50. This one is also $60, and I see it's already on the True Top 50 at No. 40, so I won't make a prediction.
- Knockout Abs ($9.95 Trial). A punching bag and crunch device in one. Pitch: "Combines abs, cardio and strength training into one complete, muscle-defining system." www.KnockoutAbs.com
Prediction: Likely to succeed
This commercial hits all the right notes for short-form men's fitness. Like the Tower 200 (No. 9 on the April True Top 50), it goes right for the MMA-loving crowd that buys these items, even featuring an MMA fighter testimonial.
- BareLifts ($10). Clear adhesive that lifts and holds the breasts (from TELEBrands, produced by Hutton-Miller). Pitch: "The world’s first instant, invisible solution for perfect shape and support." www.BareLifts.com
Prediction: Likely to succeed
I have no clue whether this problem/solution will appeal to women, but it seems like it would, and the commercial hits all the right notes.
- Cutter Mouse ($14.99). A paper cutter that looks like a computer mouse (from Harvest Direct, produced by Hutton-Miller). Pitch: "Lifts, slides and guides to make perfect cuts every time. www.BuyTheCutterMouse.com
Prediction: Likely to succeed
I learned my lesson with the Craft-Lite Cutter. It seems this category can support a DRTV campaign if the uses are broad enough, and that is certainly the case here. Plus, this spot has an awesome magic demo.
- Switch N Light ($19.95). A cross between Ontel's Stick 'n Click and IdeaVillage's Handy Switch. Pitch: "Light where you need it, and the switch where you can reach it." www.BuySwitchNLight.com
Prediction: Unlikely to succeed
Neither of the two items this is based on were big hits on TV. I also feel the lighting category is played out on DRTV. Too many failures of late.
- Pet Cozy ($14.99). A pet throw that absorbs odors (from IdeaVillage, produced by Blue Moon Studios). Pitch: "Designed to protect your furniture and keep your pet as cozy as can be." www.GetPetCozy.com
Prediction: Unlikely to succeed
I don't think this item is different enough from the other pet throws that are readily available at PETCO and Pet Smart.
- Handy Caddy ($9.99). A sliding base for appliances (from Milen). Pitch: "Allows you to quickly and easily slide your appliances out for use and back for storage." www.BuyHandyCaddy.com
Prediction: Unlikely to succeed
This looks like a good product, and the price is right. The issue for DRTV is that the problem this solves isn't frequent or painful enough to motivate people off the couch.
- Pocket Burger ($19.99). A kitchen gadget for making stuffed hamburgers (from TELEBrands, produced by The Schwartz Group). Pitch: "The fast, easy way to put a delicious hidden treasure inside every burger." www.GetPocketBurger.com
Prediction: Unlikely to succeed
This doesn't solve a problem, and I don't know how many people like stuffed burgers. Every now and then, something like this catches on, though. You never know.
- Pooch Powder ($19.99). A powder shampoo for dogs. Pitch: "Helps to eliminate dirt, dander and odor from your pet" and contains "botanical extracts that repel fleas and ticks." www.PoochPowder.com
Prediction: Unlikely to succeed
DRTV is not a good tool for changing consumer behavior, which is exactly what this attempts to do.
- Gourmet Genie ($14.95 Trial). An indoor "pressure smoker" (from National Express). Pitch: "Combines the speed of an expensive pressure cooker with the flavor of a world-class, outdoor smoker." www.BuyGourmetGenie.com
Prediction: Bomb
This commercial opens with a question: "Don't you wish you could smoke and barbecue indoors all year round?" Except for some people in Texas (where I hear smoking is all the rage), I think the answer will be "not really." A bigger problem is the eight installments of $19.95 that follow the trial. Oh, and shipping and handling is $12.95. This one is DOA.
- Sit 4 Ever ($19.95). A device that straps the knees to the waist to promote proper sitting. Pitch: "Sit anywhere for hours without slumping or fidgeting." www.BuySit4Evr.com
Prediction: Bomb
Amateur hour.
- Ultimate Squeegee ($19.99). A squeegee that won't streak (starring someone named Mike Wadham). Pitch: "The quickest, easiest way to clean all the windows, mirrors and glass in your home." www.UltimateSqueegee.com
Prediction: Bomb
I liked the main demo, but it takes up 50% of the spot. The bigger problem is the product: It's a squeegee. It's hard to make something so common seem exciting.
- Epilique Threader ($14.99). An at-home threading device. Pitch: "The flawless way to take facial hair away." www.Epilique.com
Prediction: Bomb
Outside the South Asian community, threading is a lesser-known hair removal technique, and from what I understand it's super-painful even when a professional is doing it. Not something most would try at home.
