May 29, 2016

Recent Rollouts: Woof Washer, Spray Perfect

Woof Washer 360

Description: A dog-washing system
Main Pitch: "Your dog will be shampooed and rinsed in under one minute"
Main Offer: $19.99 for one
Bonus: 2nd one, Pocket Hose Dura-Rib (just pay a separate fee)
Starring: David Jones
Marketer: Telebrands
Producer: Concepts TV
Watch the spot

I reviewed this viral success back in July of last year. "[T]his is it!" I wrote. "If any buzz-backed project is going to do the dollars, it’s this one."

A year later, this is a bona-fide TV rollout. The spot has been re-done to include new demos and host David Jones, who is always a welcome addition. (Here's the original spot.) The offer has also been revised to a BOGO plus the Pocket Hose Dura-Rib as a bonus instead of the original microfiber mitt.

Now we wait and see how this campaign does at retail. If successful all the way through, we may be looking at a new DRTV model for the future.

Spray Perfect

Description: Spray-on nail polish
Main Pitch: "The world's fastest manicure"
Main Offer: $19.99 for a can in choice of seven colors
Bonus: 2nd can/color, base & top coat (free)
Starring: Taylor Baldwin
Marketer: Top Dog
Producer: Hutton-Miller
Watch the spot

Speaking of the new viral-to-DR success model, this campaign is another case study. It started online, generated a ton of buzz and then turned into a DRTV competition that I reviewed back in March.

Apparently Telebrands has dropped their version and Top Dog now has this one all to itself.

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