This Top 50 Campaign Has Been on the Charts for More than a Decade
Chart Watch (Week 45)
There’s nothing new on the DRMetrix chart that I want to write about, so how about something old? Everyone pays careful attention to the latest and greatest, but what about the ‘dividend stocks’ of DR? That is, the campaigns that keep paying out, year after year?
The one below is a perfect example. It has been on the charts since 2012, yet it still broke into the top 50 last week,1 coming in at No. 30.
Campaign: Tummy Tuck Belt
Marketer: Savvier
Our story begins in 2003 with Pat Murphy Stark. That’s the year Telebrands’ Tummy Trimmer became a top 20 campaign. It was basically an early form of shapewear. Years later, in 2012, Telebrands brought it back as Slim Away. This time, it had a secondary message about increasing core body temperature during exercise, which the commercial claimed would reduce flab around the mid-section.
As Slim Away began fading, Savvier’s campaign began trending. By 2013, it would supplant Slim Away and go on to become the No. 11 campaign that year. Its primary pitch was the inverse of its predecessor. That is, the main focus was on reducing flab. Several companies would later try to one-up that claim, including Telebrands itself, but none were successful. There was Tristar’s Hot Shaper and Hot Belt in 2015, Ontel’s Sweat Belt in 2016, and inBogo’s Cami Slim and Telebrands’ Melt Belt in 2017.
Savvier kept it simple, and kept on going. Apparently, it worked — and still works. Year after year, it continues to sell. Maybe we should all start paying more attention to success stories like this one.
I like to hear of more outsider stories OLD GOLD is thing of the past they are more fliers than good runs on the board