November 20, 2014

Dump Dinners

Description: A cookbook
Main Pitch: "Make 'from scratch' dinners for your family in minutes -- just dump and bake"
Main Offer: $10 for one
Bonus: Dump Cakes cookbook (just pay a separate fee)
Starring: Cathy Mitchell
Marketer: Telebrands
Prediction: Likely to succeed

The unappetizing titles continue! According to my mid-year True Top Spenders of 2014, Dump Cakes is a bona-fide hit -- despite its not-too-tasty title. It's also getting great PR pickup. (Here's Cathy Mitchell pitching it on the Today show and to Steve Harvey.) Meanwhile, Dump Loaf, and product with an even less appetizing name, didn't go anywhere.

Now it's back to books, and this one makes a lot of sense. Originally the bonus item for Dump Cakes, this was a natural extension and likely has legs of its own -- despite the negative associations created by the title.

[Spot is also available here.]

No comments:

Post a Comment