October 15, 2015

Brush N Play

Description: A dog toy that cleans teeth
Main Pitch: "The toothbrush your dog wants to play with"
Main Offer: $14.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Hutton-Miller
Watch the spot

This is the eighth attempt to launch an oral hygiene product for dogs that I have logged in the last few years. Here's the list:

  1. Allstar's Brushy Bone (January 2013)
  3. Lenfest's Brushy Bowl (May 2013)
  5. Telebrands' Fresh Licks (June 2013)
  7. Allstar's Brush No More (September 2013)
  9. Telebrands' Fresh Bowl (September 2013)
  11. Ora Pup (October 2014)
  13. Pooch Smooch (June 2015)

Prior to these, two oral hygiene sprays -- 2011's Plaque Attack and the Telebrands' follower Plaque Blast -- were successful, and that may have created this particular Siren.

S7 Analysis: Based on the above track record, I have to conclude that either such solutions aren't needed or the category is more crowded than DR marketers think. While a dog toy version is different than other attempts (with perhaps the exception of Brushy Bone), the wide array of past failures makes me think being unique isn't enough to overcome these challenges.

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