Housewares giant Hearthware had spent hundreds of thousands of dollars launching their revolutionary Induction Cooktop via DRTV. Despite it being a great product, their infomercial efforts failed. SMW was recruited to turn things around. We recommended a complete overhaul of their product positioning, creative direction and product offer. Consumer response to the new infomercial was beyond anyone’s expectation. The NuWave PIC is now the #1 infomercial in the country.