Launched in 2017 and only on the market for 5 days, the Starbucks Unicorn Frappuccino used sweet pink powder, mango syrup, and sour blue drizzle to create the effect. The taste didn’t match the hype and disappointed many people, while the drinks was notoriously difficult for baristas to make.
Launched in 1993, Charmin Spacemaker allowed you to squeeze toilet paper into half the space.
Launched in 2008, Green Works were Clorox’s cleaning products. The products didn’t perform as well on grease or kill germs, while they contained environmentally toxic compounds and skin allergens. A class action lawsuit was filed alleging that the company deceptively labeled Green Works products to make consumers think they contained only natural ingredients. Surprisingly the products were sold at a premium to conventional cleaners, but consumers were not willing to pay more for them.
Thunder debuted in 1997 as the Warriors mascot. It was a trampoline-bouncing, basketball-dunking, uniform-wearing superhero. Thunder was banished in 2008 when the Oklahoma City Thunder debuted.
The NFL created a line of plush dolls known as Huddles. A larger version of the 49ers Huddle the mascot during the 1980s. Since then the 49ers’ mascot has been Sourdough Sam.
Launched in 2004 and discontinued in 2007, Oral-B Brush-Ups were not effective for cleaning teeth. Wiping teeth with a finger made it difficult to reach hard-to-access areas in the mouth. The market size was much smaller than expected since mostly only kids were comfortable putting their finger in their mouth to brush teeth.
80% of women have light bladder leakage after one natural child birth because the uteran wall stretches out when women have kids. The Poise Impressa Bladder Supports was invented to prevent leaks. However, it’s difficult to explain in 5 words or less, getting the right size is difficult, and women often aren’t sure how to use it properly.
Premium priced products like “Saran Cutting Sheets” were placed on the top shelf at stores. However, since the item is so thin it’s was hard for consumers to know what it was. The items that make the money money in stores is placed just below eye level.
Launched in 1995 and shut down in 2002, Chipshot.com was an online golf shop that peaked at 200 employees and $35 million in annual revenue after having raised $50M. The company struggled to survive with a myriad of competitors and in navigating the 2001 Internet bubble bursting.
Chipshot.com attempted to develop a one-on-one rapport with consumers by taking a page from Dell Computer’s operations manual. The company was the only sporting goods site that made customized golf clubs, which cost roughly half that of rival brands. This build-to-order approach allowed Chipshot.com shoppers to handpick drivers, irons, wedges and putters based on playing ability, gender, physique and budget. Rotating graphics and detailed charts with expert commentary simplified the purchasing process, which took about a week from order to delivery.
A big challenge was managing inventory as the potential number of clubs they could manufacture was unlimited. Plus most of their customers were novices and first-time buyers, and, as they improve, there was the possibility they will move on to more well-known brands as opposed to the inexpensive brand-name equipment they sold. They were unable to sell to more seasoned golfers who like to try out equipment at shops, while bypassing the channel agitated golf club makers.
Launched in 2017, Kleenex Daily Cleansing Cushions were designed for a broad market of people who would clean their face. Instead the only buyers used the cushions for beauty care.
For the beauty market they were “every day cleansing pads that come in a sleek dispenser for easy travel. Liquid cleansers can be messy and ineffective, often requiring a makeup remover to get rid of stubborn dirt. Most exfoliating scrubs are way too harsh for the delicate skin around our eyes. Kleenex addresses all of your cleansing problems. After all, washing your face really is the most important step in your skincare routine.”
