NEW YORK— Emson is following up its Bell+Howell TacLight with the launch of two new specialty LED lamps under the Bell+Howell “Tac” brand— TacLantern and TacLamp.
The Bell+Howell TacLantern features four high-intensity COB LED bulbs. To activate, the user needs to pull the top of the lantern to automatically emit its high beam that can be seen from two nautical miles. Emson positions the lantern as an impact-resistant, waterproof solution for utility, backyard, camping, hiking and emergency lighting.
The DRTV-promoted TacLantern, which collapses to a size smaller than a cell phone and weighs less than a pound, is set to rollout to retailers by the late fourth-quarter at a retail price of $19.99 with heavy infomercial support continuing into the first quarter, said Eddie Mishan, Emson’s president.
The Bell+Howell TacLamp is a multi-directional lamp worn around the head for nighttime recreation, maintenance, pet walking, blackouts and other situations when hands-free lighting is helpful or needed.
TacLamp offers wide and spot beam settings, and it incorporates CREE LED lighting designed to last up to 100,000 hours, according to Emson.
The DRTV campaign for TacLamp is set to start in mid-November in support of a first-quarter 2017 retail launch at a $19.99 pricepoint, Mishan said.
The introduction of TacLantern and TacLamp follow the launch earlier this year of the Bell+Howell TacLight, a military-grade tactical LED flashlight with five beam settings. TacLight has been backed by more than $5.2 million of media since its May release, Mishan said, citing third-party media analytics firm DRMetrix.
Emson also is expanding DRTV marketing support for Gotham Steel, the titanium/ceramic-coated non-stick cookware launched in November 2015. Mishan said Gotham Steel has been backed by a DRTV spend of more than $9.5 million in short-form and long-form infomercials on cable and broadcast networks, airing more than 66,000 times on 371 stations.
Launched last year with celebrity chef Daniel Green as a spokesman, Gotham Steel now includes among its celebrity chef backers Food Network star Graham Elliot and restaurant/owner Chef Josh Capon of Lure Fishbar and el Toro Blanco and other New York City restaurants, Mishan noted.
The Gotham Steel lineup has expanded to 15 SKUs, including fry pans, grills, griddles, stockpots, bakeware and sets ranging in retail price from $19.99 to $199.99.