The PedEgg Phenomenon
Over the years, we have all seen numerous changes occur in the direct marketing indus- try. They have included the introduction of the half-hour infomercial, Web and mobile
marketing, and the “As Seen On TV” brand in retail to
name just a few. But none has been as profound as the
change ushered in by the PedEgg.
Not just another product, the PedEgg broke many
barriers. Before the PedEgg the lifecycle for many prod-
ucts had been 5 million units; today it is 10 million or
more. Selling more than 30 million
units worldwide, the PedEgg has
become ubiquitous through DRTV,
and it has ushered in a new era for
“As Seen On TV” products. Unlike
years ago when DR products were
shunned, retailers are anxious for “As
Seen On TV” products today. These
products get high profile placement
at most of the country’s largest
According to A.J.
Khubani, president of
TELEBrands, the PedEgg
has shown us all the
potential of direct-mar-
keted products. “Sales
response has gone up dramatically in DR and retail
subsequent to the success of the PedEgg,” he says. “‘As
Seen On TV’ has become one of the leading categories
at many retailers. At one point, PedEgg was the No. 1
selling SKU at a national drug chain, surpassing Snickers
candy bars. It’s pushed retailers to carry more ‘As Seen
On TV’ merchandise, give them more shelf space and
commit more dollars. It’s a big deal.”
In fact, CVS awarded TELEBrands’ PedEgg an
award for contributing the big-
gest impact to its business in the
category of general merchandise
So what made this little egg
such a phenomenon?
Was it the product? The
PedEgg was very well designed.
Similar products were on the market for years, but none
took off like the PedEgg.
Was it the offer? The initial offer was a pretty standard DR offer — buy one, get one free (or BOGO, as
many like to call it). And yes, it did include a premium
— foot cream. But the DR industry has been using this
offer for years. It certainly wasn’t groundbreaking stuff.
Was it the commercial? It appears that the commercial was instrumental in successfully launching the
product. Several versions were tested and, in the end,
one overshadowed the others.
Was it the demonstration scenes? Possibly — they
have garnered a lot of attention. After its TV launch the
PedEgg could be seen on daytime and late-night TV. It
was spoofed by Jay Leno and “Saturday Night Live,” and
talked about on “The View” several times.
Was it TELEBrands? As one of the best marketers
in the industry, TELEBrands did what it takes to make
the product a success. Its commitment was unyielding.
Unlike products before it, the PedEgg has, in addition to
generating record-breaking sales, enhanced Khubani’s
persona and profile.
Sold worldwide and often copied, the PedEgg set
records for sales and demonstrated that a product introduced in DRTV could have the depth and legs of any
major product or brand. It helped pave the way for products like Sham WOW, Smooth Away and Snuggie.
The PedEgg was so successful, Revlon copied it. I
don’t think I can remember any time that a DR product
was copied by a major brand. In fact, many companies
offer their version of the PedEgg today — quite a compliment, were it not for many copyright infringements.
“The ‘As Seen On TV’ category broke every retail barrier. There are no more verticals. It is the biggest category
on the planet — a gold rush for inventors,” comments
Mark T. Reyland, executive director of the United Inventors Association of America.
It is clear that the PedEgg changed the DRTV formula. So, what’s next? For any marketer, the PedEgg raised
the bar. Despite rising media rates and intense competition, the “As Seen On TV” category has hit the big
time. We are all looking for the next PedEgg – a product
so well marketed and universally liked that it can reach
or exceed PedEgg’s amazing sales records. ■