May 23, 2014

EZ Butter

Description: A butter cutter/dispenser
Main Pitch: "The fast, easy and safe way to cut your butter every day"
Main Offer: $10 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Bluewater
Prediction: Unlikely to succeed

In 2001 and 2002, Ontel made it onto the charts with a product similar to this one called Butter Butler (still here on Amazon). It was No. 81 on the 2001 JW Annual and No. 92 on the 2002 JW Annual. To me, those rankings don't qualify it as 'Old Gold,' but that history is certainly a positive sign for this project.

The problem: I can't for the life of me figure out why that product had any success, and I have similar trouble with this item. Before the invention of spreadable butter, this sort of product would have made a lot more sense. But in this century, with all the forms and types of butter we have at our disposal, there just doesn't seem to be a valid need here.

Aspects of this product are certainly fun (the click) and noteworthy (perfect portions, no crumbs in the butter), but it typically takes a strong problem/solution to get a DR campaign off the ground. That's notably absent here.

1 comment:

  1. You've obviously not used the original Butter Butler. I bought one when they were first available and today, 12 years later, I still marvel at its ingenuity. My family and I still use it daily, and I lament the fact that they are no longer available.