June 30, 2016

Recent Rollouts: Hot Hands, Press 2 Paste

Hot Hands

Description: Silicone gloves
Main Pitch: "Tough enough to handle all the hot stuff"
Main Offer: $10 for one pair
Bonus: 2nd pair (just pay P&H), Lovin' Oven thermometer (free)
Starring: Marc Gill
Marketer: Ontel
Producer: Concepts
Watch the spot

I reviewed this project back in January. It is only just now rolling out.

"The reason to believe this could be a hit is the Old Gold (and evergreen) product Ove Glove from Joseph Enterprises," I wrote. However, no "attempt to replicate its success has worked," I added. "This marketer tried with Tuff Glove in the fall of 2014, and Anthony Sullivan tried with Grill Glove (a product that resembles this one) in 2010."

I used to say: "In DR, the third time is never the charm." Now you can see why I changed it to: "In DR, the third time is seldom the charm."

Press 2 Paste

Description: A toothpaste dispenser
Main Pitch: "Dispenses the perfect amount of toothpaste every time"
Main Offer: $12.99 for one with toothbrush holder
Bonus: Double the offer (just pay P&H)
Marketer: Allstar/Lenfest
Producer: Concepts
Watch the spot

Speaking of the winter of this year, and Old Gold, I reviewed this project in February.

"To be honest, I'm still not sure why this item was a success in the first place," I confessed, referring to the 2009 Allstar/Merchant Media hit Touch 'N Brush. But after some snarky comments about the credibility of the device, I gave it a good prognosis. "Allstar knows how to sell it, and we're close enough to the seven-year break a Phoenix needs to rise again," I explained.

What's most interesting to me about this item's success is that it lacks "pester power" and play value (parents hope), two seemingly essential criteria for kid-focused items. Perhaps I am misjudging this one, though, and kids are drawn to the way this works?

June 29, 2016

Are Details Really Divine?

God is in the details. Or is it the devil? Whichever you believe, I argue in this month's Field Report that consumers are usually not in the details. That is, they are not paying much attention to the minutiae of our projects. So why do we spend so much time focused there?

Click here to read the post.

June 23, 2016

SciMark Report from June Response

My SciMark Report in print for June is now available on the Response Website.

This month, I cover two interesting tests and one new rollout. They are: Telebrands' Trump Thumb Flag, Allstar's Orbitrim and Tristar's Crumby Vac.

June 16, 2016

Corrections & Clarifications

In my recent post about the Rocket Fishing Rod (since updated), I listed the wrong marketer. The correct marketer is Goliath. I regret the error.

I also learned (and have added) the producer: It is Infomercials Inc.

June 15, 2016

Old Gold: Rocket Fishing Rod

Current Marketer: Goliath
Current Producer: Infomercials Inc.
Original Hit Year: 2007
Original Marketer: Spin Direct
Watch the original spot
Watch the new spot

This is a recent rollout that is currently climbing the charts. Calling it "old gold" may not be accurate, though. It doesn't seem to have found its way onto the typical charts back in 2007-2008, and the Website says "over half a million sold." That's not peanuts, but it also isn't anything to write home to mom about in this day of high-volume hoses and proliferating pans. More like "old silver."

On a side note, I may have to change my mind about the fishing category. First Twitching Lure and now this? It seems fishing may be resurgent.

June 02, 2016

Recent Rollout: Twitching Lure

Description: A fishing lure
Main Pitch: "Twitches, flashes and buzzes like a wounded bait fish"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Tristar
Watch the spot

This is the first chart-listed success in the fishing category in quite some time. Recent short-form history is littered with flops and even includes a failed attempt to bring back Ron Popeil's Pocket Fisherman in 2014. As a result, readers of this blog are well aware of my feelings about this category: I think it's floating belly up in the DR fishbowl. Does this success prove I'm wrong? Maybe.

The big challenges with the category still apply. Only about seven percent of people fish on a regular basis. The pastime is seasonal for the most of the country. And as with golf products, media choices are limited unless you can somehow generate enough response to justify the money wasted on a shotgun approach.

Putting all of that aside, the pitch and creative for this campaign are both excellent. I especially liked the lines "experts say [it] catches too many fish" and "it's even banned in some states." That's good stuff right there. DR students should take note.