If you blinked you may have missed it. A 15-second spot for NutriBullet RX is airing on dozens of national cable networks. Will this work? Can such tiny spots generate big sales?
Obviously the marketing brains behind NutriBullet think so. As. do 20 other DR Campaigns that are using 15 second spots.
It may be more illuminating to examine why they believe this. What does it mean that NutriBullet can go all the way down to 15 seconds?
NutriBullet has become an established and recognizable brand. Back in 2012 when it first arrived on the DRTV landscape, NutriBullet used 5-minute spots to answer a few essential questions. What is it? What are its benefits? Am I really supposed to drink that? What’s it called again?
A lot has changed in three years. Now all NutriBullet has to do in their spots is show this:
Anyone who regularly watches television is probably able to identify this silhouette before the name NutriBullet ever appears.
NutriBullet no longer has to take the time to explain nutrient extraction. At this point it’s a given that anyone paying attention already knows.
All that’s now required of NutriBullet is to give television viewers a 15-second reminder. Afix the website at the end of the spot and viewers won’t have to leave home to make a purchase.
15 seconds says NutriBullet has transcended ordinary DRTV. 15 seconds says NutriBullet is concerned with more than just the immediate sale. It wants to be the first, last, and only brand that comes to your mind. Blenders. Smoothies. Health. Nutrition. Think NutriBullet.
Although there are another 20 or so brands using the same technique, only a handful are consumer goods like NutriBullet. Most of these spots are for Services based offerings. NutriBullet maybe on the forefront of an entirely new trend...
Any guesses about who’s next to make this move?