November 07, 2012


Description: A knife
Main Pitch: "Light as air, cuts like a razor and nothing sticks"
Main Offer: $14.99 for one
Bonus: Edge of Glory, Serrated AeroKnife
(just pay a separate fee)
Starring: Anthony Sullivan
Marketer: Telebrands
Producer: Sullivan Productions
Prediction: Unlikely to succeed

No single knife has ever done well on DRTV -- except Yoshi Blade. In fact, one of the projects in my negative case study is Sully's own Zasshu Knife, which was never heard from again.

I think the reason Yoshi Blade succeeded where other single knives have failed is because it was a great value play. People were aware of ceramic knives, but they cost $50-$100. I also think this knife will follow the previous pattern and go the way of the Zasshu.

On a side note, it's good to see Sully having fun with his spots these days. Tongue-in-cheek lines like "you wanna cut the cheese" and "great cluckin' chicken" (shades of Ernie Anastos for those of us from the tri-state) may not sell, but they show the pitchman doesn't take himself too seriously. It worked for Vince Offer ("you're gonna love my nuts"), so I don't see why it wouldn't work for Sully, too. (OK, the rubber chicken might be a bit much.)

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