Taser films DRTV spot for new product

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The new Taser C2 Personal Protector, a self-defense tool aimed at the general consumer market, will be supported by a DRTV piece airing nationally.

Presented by Sheriff John Bunnel, host of World's Wildest Police Videos , the nearly 30-minute infomercial will show how Taser technology has impacted law enforcement around the world, and how the technology can protect individual consumers safely and effectively.

Produced by Santa Ana, CA-based Script to Screen, the infomercial will begin airing in January 2008.

"The message will be that there is now a way for responsible people to protect themselves while minimizing the risk of serious injury associated with more conventional self-defense technologies," said Rick Smith, CEO of Taser Inc., in an e-mail.

Besides the infomercial, the C2, which was released on July 23, has been supported by print ads, in-store video, point-of-sale display materials and marketing events.

The C2 Personal Protector has been offered starting at $299.99 for a basic model, and is available in a variety of colors, including black, blue, silver and pink.

Smith said that the company will test different media times and demographics before the spot's full national rollout.

"[We chose DRTV] because the technology behind the C2 is different from what people have experienced in their daily lives," Smith said.

He also said that "the DRTV format offers the most effective way to educate consumers about the product, taking advantage of the highly visual nature of the device and its use."

Most of the company's prior marketing efforts focused on law enforcement distribution channels and sporting firearms dealers.

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