DR Winners Draw Branders Into Competition1 May, 2009 By: Thomas Haire Response
Brand marketers' expansion into the DRTV space during the past decade has been well documented. Perhaps no two verticals have been more affected by this change than the beauty-and-personal-care space and the housewares market.
Whether it is a direct attack — think Neutrogena's direct attack on Proactiv Solution with its new skin iD product in 2008 — or an attempt by a major conglomerate to capitalize on a new market created by a hot direct response product, today's branders can't seem to get enough of the opportunities that await them in DRTV.
Opportunity doesn't necessarily breed success, however. Here's a look at four different cases of products from brand marketers created and designed to take on DRTV champions in recent years.
Proactiv Solution vs. Neutrogena skin iD
According to Guthy-Renker Corp.'s Web site, www.proactiv.com, "Instead of treating one pimple at a time, the Proactiv system was developed to treat your whole face and help prevent acne before it starts. That's the Proactiv difference. With just three simple steps a day, you can stop the suffering and start living with the clear, radiant complexion you've always wanted."
First marketed via infomercial in 1994, Proactiv Solution is the preeminent DRTV skincare brand. TNS Media Intelligence measured Guthy-Renker's short-form DRTV spending in 2008 at $206.5 million.
Five different offers are available online, ranging from 60-day risk-free trial, five-piece deluxe system for $59.95 (including two-for-one special and free bonuses) to an entry-point offer for three-piece, 30-day trial for $19.95.
Jessica Simpson, Alyssa Milano, Vanessa Williams, Jennifer Love Hewitt, Serena Williams, among others.
OxiClean vs. Clorox OxiMagic
The OxiClean brand of stain removal products, marketed by product conglomerate Church & Dwight, includes a number of laundry, carpet, baby and outdoor cleaning products marketed via direct response TV, online and at retail.
The OxiClean brand was the brainchild of the Appel Family, who had made Orange Glo a famous household product. OxiClean, pitched by the now legendary Billy Mays, became a giant DRTV hit in 2001, eventually transitioning to retail before the family sold Orange Glo Intl., to Church & Dwight in 2006 for $325 million.
Though the OxiClean line is now a retail giant, DRTV ads now often direct consumers to the OxiClean Web site (www.oxiclean.com) for purchase, as well as for special coupon offers to purchase at retail outlets. DRTV-to-online couponing became a popular way for major household product marketers (think Procter & Gamble, Clorox and others) to test DRTV as a new marketing method in the earlier part of this decade. Now, a true DRTV stalwart uses the same tactics.