September 09, 2010

Review: Perfect Popcorn

Description: A popcorn bowl that sifts and mixes
Main Pitch: "Sift out unpopped kernels [and] mix salt, butter and other flavorings quickly and easily"
Main Offer: $14.99 for one
Bonus: Four bottles of seasoning, recipe book & stovetop popcorn cooker (separate S&H)
Marketer: Harvest Group
Prediction: Bomb

This is a classic "solution in search of a problem," meaning the commercial opens with a contrived problem. People have been eating popcorn for generations. I think they've figured out how to do it without breakig their teeth on unpopped kernels.

Here's how these ill-fated commercials happen: Since everyone knows you need to start a DRTV spot with a problem, writers and producers work hard to come up with one that's compelling. But the approach begs the question. Some products (like this one) don't solve a real problem and should be eliminated from consideration before a commercial is produced.

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