Description: A three-blade razor
Main Pitch:"Get a perfect shave for an entire year for under $20"
Main Offer: $19.99 for the razor
Bonus: MicroTouch trimmer, 12 replacement blades (free)
Starring: Brett Favre
Marketer: IdeaVillage
Producer: Blue Moon Studios
Watch it on iSpot.tv

Big brands Gillette and Schick have created a problem with their battle to have the most blades: They have stopped providing sufficient value to justify their prices. How else to explain the success of MicroTouch One, the predecessor to this project? If five blades mattered, one blade shouldn't have stood a chance.

Now IdeaVillage is getting into the multi-blade game. With Brett Favre and their 'year's worth of shaving' value proposition, they look credible and preferable to the competition. But how big of a bite can they take out of that business before the big boys notice and strike back? That's what I'm curious to know.

S7Analysis: IdeaVillage is clearly in defiance of the guideline that DRTV companies should focus on uncrowded categories not already "dominated by big brands with big ad budgets and a few decades of consumer loyalty." But as noted above, this is a guideline they have successfully defied in the past.

Description: Microwave crisping sheets
Main Pitch:"The unique new way to brown your food in the microwave"
Main Offer: $10 for a roll
Bonus: 10 Pop-a-Rounds (just pay a separate fee)
Starring: Cathy Mitchell
Marketer: Telebrands
Watch the spot

This project may be inspired by an Old Gold item from the 1990s. The item is so old, it predates all of my archives. I believe it (or at least one version of it) was called Brown 'N Crisp, and it appears to have been a foil-lined pocket.

Whether Old Gold or not, there is a lot to like about this project. First, it stars Cathy Mitchell, who is on a roll of late. Second, it features great-looking food coming out of the microwave, which is something that Telebrands had success with last year (see Stone Wave, a 2013 True Top Spender). Third, the pitch is about making life easier, which is a tried-and-true way to get DRTV buyers to 'call now.'

Those are the positives. There are also a few negatives, of course. For instance, the idea of doing 'crispy' in the microwave has been tried a few times without success. Lenfest tried it with Perfect Micro Crisper in 2011, and Allstar tried it with TastiWave the year prior. Another issue is the low-perceived value of something that looks like a roll of wax paper, not to mention that the roll is going to run out and require repurchase. Such products always have more appeal to the marketer than the consumer in the phase where the product is "not available in stores."

S7Analysis: This project meets all of the S7 criteria except perhaps one: It may not be needed, which is why it hasn't fared well in the past. Crisping the slow way -- in a toaster oven or regular oven -- may be 'good enough' for most people.

Description: A basketball hoop for laundry
Main Pitch:"The all-star basketball hoop and hamper"
Main Offer: $19.99 for one
Bonus: Ball (free)
Brand: Wham-O
Marketer: IdeaVillage
Watch it on iSpot.tv

Every guy has played hamper or trash-can 'basketball' in his life, so this idea is tapping into an existing behavior. Other than that, this concept strikes me as iffy at best. For kids, there are several cool basketball toys already on the market that aren't trying to trick them into cleaning up their room. For parents, the idea that kids will suddenly have spotless rooms because of this product will sound too good to be true.

My thought as a parent: Let's not give kids an extra reason they don't need to toss dirty laundry around!

S7Analysis: Not applicable. Someday, perhaps, I will create a set of criteria for kid products.

Description: A vibrating ThighMaster
Main Pitch:"Just put it between your knees and squeeze for sexy hips and thighs"
Main Offer: $19.99 for one
Bonus: Bronzing gel (just pay separate P&H)
Starring: Suzanne Somers
Marketer: Product Trend
Watch it on iSpot.tv

I suspected Ms. Somers had a flare for the sexual innuendo when I first saw her Three-Way Poncho commercial. It was her delivery of the line, "three-way poncho, that is," after the VO repeatedly encouraged viewers to "get a three way." This commercial confirmed my suspicions. But in this case, the innuendo is unavoidable given the product goes between a woman's knees ... and vibrates.

Of course, the ThighMaster was always sexually suggestive. Many would argue this is the main reason it became such a mega-hit back in the day, and the success of Neckline Slimmer in 2009 and Shake Weight in 2010 (for similar reasons) supports that hypothesis.

S7Analysis: Even when delivering sexually suggestive lines, Ms. Somers always comes across as classy and credible. That makes her commercials highly engaging, which is a subtle aspect of pitch work that doesn't get much attention but probably should. As for the product, it's the ultimate in Old Gold, so it clearly meets all of the criteria. The marketers have even found a way to one-up the original while keeping the product focused on a single area of the body -- another secret to the original product's success that was missed in a previous attempt to bring this concept back (see Flex Shaper).

1. Mighty Ratchet. Starring: Beau Rials. Marketer: TV Goods. Pitch: "Nothing’s ever too tight or too hard to tighten because you can use both hands." Comments: I like tools, and I especially like Beau Rials pitching tools. He does an excellent job here again. Unfortunately, though, the tool category hasn’t been a reliable source of winners for some time. Even the few hits have struggled to maximize their sales potential at retail. [ss]
 
2. dualBeats. Marketer: InvenTel. Pitch: "High fidelity headphones with a dual purpose." Comments: This is 'following' taken too far. It won't be the following of IdeaVillage's Flips Audio that will be the biggest problem. It will be the following of a mega-brand's trademark too closely. As I've written, predicting the future isn't always difficult. [ss]
 
3. Lil Lamps LED. Starring: Anthony Sullivan. Pitch: "The little lamp that lights up a big space." Comments: This is a mini version of an Old Gold item that was rolled out twice by Telebrands, the first time as Stick-Up Bulb (2006-2007) and the second time as InstaBulb (2012-2013). For those keeping score at home, that could be considered a five-year repeat. Even if that's confirmed, this product (while cool and different) is being tried too soon. [ss]
 
4. NanoGlide Pro. Marketer: Will It Launch. Pitch: "Increase your car or truck's fuel economy and oil life." Comments: Besides liability concerns, an "average 7% increase in MPG" just doesn't sound compelling to me. In general, that has been the challenge with these projects: The savings aren't exciting enough. [ss]
 
5. Frost Off. Marketer: Telebrands. Pitch: "The easiest way to remove frost, ice -- even snow -- instantly." Comments: Telebrands' version of Tristar's Frost Gone. [ss]
 
6. Tasty Roaster. Marketer: Hampton Direct. Pitch: "Cooks delicious meals in a microwave minute." Comments: This appears to be the same product as Allstar's Rapid Roaster (No. 5 in this Weekly Round-Up), which was tested just last month and disappeared quickly. [ss]
 
7. Toilet Spear. Starring: Joe Fowler. Pitch: "New toilet tool ... makes cleaning better and easier." Comments: Toilet tools have a terrible track record on DRTV, most likely because of my "s**t solutions don't sell" hypothesis. Watching this commercial, you can see how the gross factor kills the sale. (Poor Joe!) [ss]
 
8. V Broom. Starring: Anthony Sullivan. Marketer: Telebrands. Pitch: "V-shaped rubber bristles ... form an impenetrable wall." Comments: Floor care is not my favorite category. I can't think of a single success since 2004-2005 when Sully and Telebrands brought back One Sweep, no doubt the inspiration for this product and commercial. [ss]
 
9. Wonder Forts. Pitch: "Build amazing forts and play spaces." Comments: There's definite play value here, but my inner child doesn't find it to be very cool/exciting. Part of the fun of building a furniture fort was using everyday materials. This is too much like work. [ss]
 
10. Wonder Pot. Marketer: Tempo 3000. Producer: 3rd House. Pitch: "Never burn food or boil-over again." Comments: Neat product, but I have trouble envisioning the customer. If a guy buys it for his woman, he may as well buy a Magic Bloom bouquet, too, and get used to sleeping alone. If a woman buys it, she has put herself in the 'Bad Cook Club' (HT: J.S.) -- even thought the creative does its best to make excuses for her. [ss]

1. Kitty Hi-Rise. Marketer: Eagle Eye. Producer: Adcomm. Pitch: "The new space-saving, over-the-door cat tower." Comments: It appears that cat lovers are as finicky as cats. That is, while they certainly go crazy when they like something, it's hard to figure out what will catch their fancy. [ss]
 
2. Lint Genie. Marketer: Norman Direct. Producer: Concepts TV. Pitch: "The quick and easy way to get lint-free laundry every time." Comments: It's my impression that lint in the laundry hasn't been high on the problem scale for a few decades. Telebrands'Lint Lizard was a 2012 True Top Spender, but that was about cleaning lint out of the dryer to improve its efficiency -- in other words, today's dryers are solving the problem but creating a new problem. [ss]
 
3. Smart Shelf. Marketer: Spark Innovators. Pitch: "The foldable shelf with a built-in cord catcher and cup holder." Comments: Similar items have not fared well. See Bed-Mate (No. 3 in this Weekly Round-Up), a 2008 follow up to the 2005 hit Table-Mate, and Handy Valet from 2009. [ss]

And that's all, folks. Slow start to the year!

Description: A back brace
Main Pitch:"Designed to provide everyday support, comfort and relief for lower-back muscles"
Main Offer: $19.99 for one
Bonus: Free S&H
Starring: Brett Favre
Marketer: IdeaVillage
Producer: Blue Reef
Watch the spot

IdeaVillage is certainly maximizing its endorsement deal as this is the fourth commercial starring legendary quarterback Brett Favre I have logged in almost as many months (two Micro Touch, two Copper Fit). In both cases, I like the strategy.

I've already written about how Favre gives instant credibility to what would otherwise be an unknown name in shaving (Tough Blade). As for the copper-garments category, which has become highly competitive since Tommie Copper dominated the charts, Mr. Favre's association will give consumers the impression that Copper Fit is the category leader. As many brand gurus have observed, being first in actuality doesn't mean you'll be first in the mind of the consumer (HT: Al Ries). Indeed, in some cases it can be a liability, especially in DR where retail clout is all that really matters.

S7Analysis: Besides credibility and liability, which are not S7 criteria, my biggest concern about copper garments from the outset was they appear to be targeted toward sports and fitness enthusiasts. That's surely a niche market among DR buyers, who prefer weight loss in a bottle and easy exercise devices. But the concern was obviously unfounded. Today, my only S7 concern (as mentioned above) is how crowded the category has become. With at least three competitors battling for dominance, and multiple SKUs/line extensions from each, this is going to be messy regardless of who wins the mind war.

Description: A scratch mender
Main Pitch:"The perfect match for any scratch"
Main Offer: $10 for a bottle
Bonus: Scratch Butter (free), microfiber mitt (just pay S&P)
Brand:Dutch Glow
Marketer: SAS Group
Producer: Hutton-Miller
Watch the spot

If magic demos matter, this project is a winner. It has some of the best 'right before your eyes' demos I've seen. I'm not as sure about the brand-extension strategy, but it probably won't hurt, so why not try to leverage the impressions?

As for the DR history, I know of one near-miss project and a few marketers who did the furniture pens that are trashed in this commercial as bonus items or line extensions. In fact, in a wry twist, I show Amish Secret as the last campaign to use the pens as a bonus.

S7Analysis: This one meets all of the criteria and appears to have no weaknesses worth mentioning. It's not often I am able to write that, so mark this day on your calendars!

1. Ray's Roto Shredder. Marketer: National Express. Pitch: "The easiest way to shred meat, chicken, fish, lettuce and more." Comments: The success or failure of this project depends on: a) how many people like pulled pork, and b) how passionate those people are about the dish. My guess is this is a niche market and that the passion doesn't run high for most people. I think most people would rather have someone else pull their pork for them than do it themselves (tee hee) ... Of course, there is one type of pork that can create the sort of passion that defies DRTV criteria: bacon. I mean, people write songs about it! [ss]
 
2. Dreamers. Pitch: "The blanket and pillow set that's perfect for sleep and play." Comments: The original Snuggie was "the blanket that has sleeves." This is like the new Snuggie without the sleeves. I think the idea plays better this way, especially since it's 100% targeted toward kids. I can imagine mine pestering me for it. [ss]
 
3. Germ Patrol. Pitch: "Long-lasting, powerful protection from germs." Comments: As I've argued in the past, germaphobes are too small a minority to support a DRTV campaign. Leveraging the Ebola scare is unlikely to expand the market for reasons I discuss here. [ss]
 
4. LoveHandle. Pitch: "Get a handle on the devices you love." Comments: "Phone/tablet accessories" top my list of bad categories in this month's issue of Response (not yet available online). That means unless an accessory is the most amazing product ever seen, smart marketers would do well to avoid wasting their money. [ss]
 
5. Minx. Marketer: Will It Launch. Pitch: "Super fluffy slipper socks that have a secret pocket to store your phone." Comments: This product is unique ... Otherwise it fails every single criteria for DRTV, including price. [ss]
 
6. My Tie Mate. Pitch: "Keep(s) you looking your best." Comments: Another marketer who appears to have ignored almost every known criteria for DRTV (or never bothered to learn them). Even if ties were still commonly worn on a daily basis, this would be a horrible idea. And what's with the random British VO? [ss]

Description: A water balloon maker
Main Pitch:"Make mountains of water balloons freaky fast"
Main Offer: $10 for one
Bonus: Triple the offer (free)
Marketer: Telebrands
Watch it on iSpot.tv

Is this a late pickup or really bad timing? Whatever the case, it's easy to predict failure for this product now, when sub-freezing temperatures are gripping the Northeast.

In season, I'd call it a winner. My inner child wants to pester my outer parent to buy this right now! For boys, this is at least as awesome as the latest RC attack helicopter. And parents will like that it's not another vegetative video game -- right before they realize buying it is probably the worst idea ever!

S7Analysis: N/A. Like all good kid projects, this one is all about emotion. If boys think it's the coolest, gotta-have-it gadget ever, Telebrands will have a nice summer hit.

NOTE: You may have noticed that all four projects in today's report are from Telebrands. The reason is simple: Telebrands is the only major player putting up tests!

Description: A plush toy and tray
Main Pitch:"Soft, fluffy pillows that magically transform into a full-sized tray in seconds"
Main Offer: $19.99 for one
Bonus:Wow Cup (free)
Marketer: Telebrands
Watch it on iSpot.tv

It's strange to see yet another attempt to replicate the success of Pillow Pets so long after the rest of the industry has provided 50 examples of why that's a bad idea -- especially from a top player. It's a tray. It's a pet. It's a tray pet?

S7Analysis: While the S7 criteria technically don't apply to kid projects, I consider the needed criterion relevant here given the question has been answered with an emphatic "no."

Description: A gel patch
Main Pitch:"Instantly soothes and protects for all day comfortable feet"
Main Offer: $10 for 2
Bonus: Double the offer, free shipping
Marketer: Telebrands
Watch it on iSpot.tv

This is one of those cases where experience puts my gut at odds with my head. My head says this is a good product because it solves a (literally) painful problem. My gut wants to group this product with all of the insoles that have been tried (none successfully).

Although rarely a factor, I think perceived value may also hinder this project. Even though the strips are supposed to be reusable, they look disposable (and probably should be). That makes it hard to get excited about the $10 price point -- especially when the offer starts with only two strips.

S7Analysis: The one criterion I get stuck on is whether this product is different enough to get women's attention. To resolve the question, I'd need to do a lot more research than an unpaid blogger should be doing. Guess I'll just wait and see what happens.

Description: A knee wrap
Main Pitch:"The new compression knee wrap that easily zips into place"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

A logical attempt to turn the 2014 hit Ankle Genie into a line, this project may become a victim of bad timing. Since Ankle Genie first tested in the fall of 2013, there has been an explosion of copper garments in the marketplace. Today, Tristar's Copper Wear has a knee product, IdeaVillage's Copper Fit has a knee product and, of course, Tommie Copper has a knee product. With all of them vying for consumer dollars, it's hard to imagine a non-copper competitor winning out.

S7Analysis: I've already mentioned my concerns about the market being too crowded for a new entry, but it was a different S7 criterion that put me "on the fence" when Ankle Genie (then Ankle Angel) came out. I thought perhaps the product was targeted too narrowly toward seniors. That didn't seem to matter. Interestingly, targeting may end up being a way for this product to compete. If the copper knee wraps, which are being marketed toward fitness enthusiasts, don't appeal to seniors for some reason, that may create an opening.

For that sexy welder look

1. illuMask. Pitch: "Acne free skin at the push of a button." Comments: I don't normally review items like this since the business model is not traditional DR. But I couldn't resist posting this one for the novelty and entertainment value! [ss]
 
2. Card Hawk. Marketer: Telebrands. Pitch: "Like a portable bank vault for your cards." Comments: This is Card Lock under a different name, and the third time Telebrands is testing this item. It's actually the fourth time the item has been tried if you count IdeaVillage's Credit Safe. There must be some reason for all the attention. [ss]
 
3. Flip-It!. Pitch: "Get every drop you pay for." Comments: I've seen dozens of these over the years. So much time and money wasted on a minor annoyance and minuscule savings! This product is especially not needed now that many of the bottles mentioned are designed to stand on their heads. [ss]
 
4. Hot Hula Fitness. Pitch: "Core focused, low impact and never, ever boring." Comments: Polynesian dance fitness? Why not? Everything else has been tried. [ss]
 
5. One Back. Pitch: "Clinically proven to stop the pain almost instantly." Comments: With BeActive sitting high on the charts for the last four months or so, expect more back-pain products like this one to start popping up. I think it's risky business given the scrutiny anything with pain claims will be given, but the demand is obvious and attractive. [ss]

Description: A device for shaping eyebrows
Main Pitch:"The fast, easy, pain-free way to shape your brows without the ow"
Main Offer: $10 for a set of two with guidebook
Bonus: Double the offer (just pay P&H), compact mirror (free)
Starring: Laura Baker
Marketer: Ontel
Producer: Hutton-Miller
Watch the spot

An item similar to this one has been tried before. It was called the Precision Brow Planing System by Christi Harris, and I picked it up in late 2009. With a $40 price point, it's not surprising that one didn't go very far. So will a $10 BOGO do the trick? Perhaps. But it seems like a lot of care and skill are required to use this without making a potentially embarrassing mistake, and that could be a barrier to purchase.

On a side note, I had to laugh when I read this line from the Website: "Not a razor, but a hair removal tool." I have never been a fan of this type of selling; i.e. asking people not to believe their eyes. They can see this is a razor, and they will describe it to others that way. If it looks like a duck, swims like a duck and quacks like a duck, you won't be able to convince people it's 'not a duck, but an aquatic bird.'

S7Analysis: This one stacks up well against the criteria with the commercial being as engaging and motivating as I've come to expect from this creative team. If my primary concern above proves unfounded, this one should do well.

Bamboo Magic Pillow

Main Pitch:"Uniquely designed to provide comfort, contour and coolness"
Main Offer: $29.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Emson
Watch it on iSpot.tv

Miracle Bamboo Pillow

Main Pitch:"Softer than cotton while providing temperature regulation and the support you need"
Main Offer: $29.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Ontel
Watch it on iSpot.tv

Bambillo

Main Offer: $29.99 for one
Bonus: 2nd one (just pay P&H)
Marketer: Tristar
Previously reviewed on: November 27, 2014 (read it here)

This post should be titled "Dueling Pillows," but I couldn't resist the play on words. Besides, I've already used that title once before.

If 2014 is "the year competition reached a new level," then 2015 is off to a competitive start. This is only the third triple duel I've noted. (Both the first and second were in 2012.) As for this duel, I won't bother to predict a winner because it looks like Ontel is already at retail. The marketer also happens to have the best of the three commercials.

S7Analysis: While poor sleep is certainly a problem in America today, the abundance of solutions (this category is super-crowded) makes it hard to call this needed. Along similar lines, I don't find this product different enough from other pillows to make a strong impression. Finally, as I've mentioned in posts about similar items, it's hard to make an engaging commercial about people sleeping, and the higher price points make the offer less motivating than in a typical DRTV commercial.

In summary, the S7 strongly indicates this type of product shouldn't produce a good CPO, and the recent history of pillows supports that hypothesis. No doubt past history (four pillows made the charts between 2010 and 2012) and the allure of promotional placement is what continue to drive these attempts.

Cooking/kitchen is the No. 1 DRTV category

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

This month, I took a break from reviews to share my latest list of good categories and bad categories for DRTV.

Coming Soon

In the upcoming February issue, I'll be writing about the following new projects:

• Telebrands' book, "What Did We Use Before Toilet Paper?"
 
• Ontel's Dryer Sheep
 
• Wave Hooks from Will It Launch

Description: Special markers
Main Pitch:"Transform regular drawings into magical works of art"
Main Offer: 9 color-changing pens, 9 eraser pens, 2 magic pens
Bonus: Magic blow pen & magic stencil pack (free), free shipping
Brand: Wham-O
Marketer: IdeaVillage
Watch it on iSpot.tv

Markers have a lot of play value, but with so many variations on the market, it's hard to make them seem exciting. That is to say, I see no real 'wow' here that could generate the pester power needed to make this one a success.

Description: Plush toys
Main Pitch:"Squeeze, squeeze, squeeze and they stick out their tongues and make sounds that are fun"
Main Offer: $14.95 for one
Bonus: 2nd one of your choice (just pay P&H)
Marketer: Allstar
Watch the spot

I think I have made it clear in (myriad) past reviews how I feel about anything in the plush-toy category. Just in case, I also recently named it the second worst category for DRTV (see my January column in Response magazine).

With that degree of bias, it's impossible for me to look at a plush toy objectively, so I'm going to leave it at that.

Description: A vegetable slicer
Main Pitch:"The fast, easy way to turn veggies into delicious healthy spaghetti"
Main Offer: $19.99 for one with thin & thick Spiral Blade, recipe guide
Bonus: Ribbon Slicing Blade (just pay P&H)
Marketer: Ontel
Watch the spot

Emson beat Ontel to market with this idea by almost a full year, but they may have been too early. Their version was called the Big Boss Slice-A-Roo. Back then, I thought the product was a great idea for a Veggetti deluxe. I suppose it also makes sense for "pro" strategy, which is what this literally is.

Since I haven't heard anything further about the Emson item, and since Veggetti has clearly won its duel with Skinny Gourmet, Ontel could have this one all to itself. But will it succeed? The higher price point, larger size and greater complexity of the item vs. the original give me cause for doubt.

S7Analysis: In my original review of Veggetti, I gave the project 2 out of 5 stars. The main reason: I think the veggie spaghetti pitch is not targeted to the mass market. And despite winning it duel and appearing on store shelves (e.g. at Wal-Mart), Veggetti did not make my mid-year True Top Spenders of 2014 list, which may be an indication I was on to something. On the other hand, the buying group is clearly a lot larger than I thought. This test will be a good confirmation either way.