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WHAT MAKES UP THE SCIMARK SEVEN?
The PRODUCT should be: ( 1) needed; ( 2) targeted; and ( 3) different.
The CATEGORY should be: ( 4) un-crowded.
The COMMERCIAL should be: ( 5) engaging; ( 6) motivating; and ( 7) clear.
Description: A multifunction lamp
Main Pitch: “Completely customize your lighting experience”
Main Offer: $29.99 for one with USB port upgrade
Bonus: Double the offer, Atomic Beam USA flashlight (just pay a
Starring: Hunter Ellis
This is the 16th product TELEBrands has tested under the “Atomic”
brand. Yes, you read that correctly. Only one other marketer had matched
this staggering number of tests at press time: Ideavillage Products with
its “Copper Fit” brand.
TELEBrands is riding a wave that broke in the spring of last year with
Emson’s Bell+Howell® TacLight (Disclosure: I was closely involved with
that project). TELEBrands followed with Atomic Beam USA, used as a
bonus in this commercial, and since then it has been a race to see who
can add more rollouts to their line the fastest.
By my count, TELEBrands has rolled out five
while Emson is in the process of rolling out its fifth
as well. For Emson, that makes five out of nine test-
ed, or a little better than one in two. In an industry
where one in 10 is doing great, it’s hard to overstate
the magnitude of that kind of track record.
To get to 16 tests, TELEBrands has done something Emson hasn’t:
It has started slapping its brand on projects that do not star Ellis or have
a tactical theme. These include Atomic Charge Wallet, currently No. 38
on the DRMetrix Weekly Top 40, and two recent duels with Ontel (Atomic
Saw vs. Master Saw, Atomic Cool vs. Arctic Air).
Stretching a brand is one thing. It’s probably a smart move given
the value retailers can place on them. Returning to the project at hand,
however, TELEBrands has also begun stretching the tactical theme past
the point of credibility. It’s cool to own the same kind of tactical flashlight
used by elite military units. But an elite military … desk lamp?
Description: An electric cooker
Main Pitch: “Makes delicious home-cooked food in a flash”
Main Offer: $39.99 for one with spatula and recipe guide
Bonus: Double the offer plus 10-inch Red Copper pan (just pay a
Starring: Cathy Mitchell
The “pan wars” have produced a mind-boggling number of tests —
and hits. Here again, the primary battle has been between Emson and
TELEBrands. Just two short years after the mega-success of TELEBrands’
Orgreenic (2012-2013), Emson revived consumer interest in non-stick
ceramic cookware with its “titanium ceramic”
Gotham Steel pan. TELEBrands followed six months
later with Red Copper and started another race to
fill the shelves. This project, technically TELEBrands’
10th, was No. 20 on the Weekly Top 40 at press time.
I write “technically 10th” because it is really Red Copper Express, the
fifth Red Copper item TELEBrands tested (in March of this year). It joins
Red Copper Flipwich (No. 21) and Red Copper Brownie Bonanza (No.
29) on the DRMetrix chart. Meanwhile, Emson has tested 11 products
under its “Gotham” brand, seven in this year alone. None of them was on
the chart at press time.
2 out of 5
3 out of 5
BY JORDAN PINE
ATOMIC BEAM LAMP LOGIC
RED COPPER 5-MINUTE CHEF