Chart Watch: Insoles Step Up
My weekly report on the latest campaigns topping the charts
Let’s begin with a quick update on some of the items I wrote about this month, my first on Substack.
Splash Wow vs Splash Magic. Neither of these projects made it onto the DRMetrix chart. I suspect the spots tested too late in the season, and if we see a rollout it won’t be until the spring of next year.
BeActive Plus. Still No. 1 this week.1
Ready Rocker. This campaign dropped out of the top 20 in subsequent weeks and is now out of the top 50 as well.
Contour Swan Pillow. Now at 11 weeks on the DRMetrix chart, this one is climbing. It was No. 35 when I wrote about it, and it is now nearing the top 20. In fact, it’s only two places away from Nuzzle, the other pillow I wrote about in that update.
FYI, industry veteran Tara Borakos has claimed the producer credit for this commercial. I’ve updated the post accordingly. If you’d ever like me to fill in a missing credit for your work, just let me know!
Nuzzle. Speaking of which, as it nears a year on the DRMetrix chart, this one is still at the top and going strong.
Now, back to your regularly scheduled update.
Campaign: Copper Fit Zen Step
Marketer: IdeaVillage Products
Producer: Blue Reef Productions
This project first tested in February and now has 27 weeks on the DRMetrix chart. Currently, it isn’t ranking very high,2 but the fact it’s ranking at all is interesting to me. Long-time readers will know that I hate the insoles category, mostly based on its abysmal history in short form. Prior to 2017 (more on that in a moment), the only successful item came from long form: Walkfit.
So what happened in 2017? IdeaVillage added Copper Fit Balance to its line, a campaign that would go on to become both a 2017 and 2018 True Top 50 hit.3 I should also mention that Walkfit Platinum has now been in the marketplace and on the charts for just as long, and that the campaign was a True Top 50 hit in both the 2020 and 2021.4
The question in my mind, though, is whether the marketplace changed or the industry changed. That is, I suspect the success of insoles in short form has been more about the industry’s shift toward brand and retail support (with the potential for big exits) than any significant change in DR demand.
Campaign: Presto Plug
Marketer: Ontel Products
I’m not sure what to make of this campaign. On the one hand, it has never been in the top 50 and tends to hang around near the bottom of the top 100 (it’s No. 90 this week). On the other hand, it tested in March, hit the DRMetrix in June and has stayed there ever since — currently at 17 weeks on the chart. In other words, it looks like a modest winner that must have decent sales somewhere. (A quick search shows it at Ace Hardware and Rite Aid, as well as on HSN.)
This ambiguity makes sense given the category history. The most similar item in my archive, Handy Plug,5 didn’t roll out. However, Allstar has had a few notable successes with similar concepts, namely Side Socket and Socket Shelf.6 The influence of the latter is particularly noticeable as this product features a built-in shelf.
It’s No. 70 this week (Week 39, 09/19/2022 thru 09/25/2022).
It was No. 22 on the 2017 True Top 50 and No. 35 on the 2018 True Top 50.
It was No. 25 on the 2020 True Top 50 and No. 20 on the 2021 True Top 50.
Written by yours truly
Side Socket was a 2013 hit, and Socket Shelf was No. 22 on the 2019 True Top 50.