Popping out from down under

By SCOTT BARANCIK

© St. Petersburg Times, published August 11, 2000

When Seinfeld was still churning out new episodes in the 1990s, the hit TV show's vocabulary and plot lines became part of the cultural fabric in America. Iowa corn farmers and New York stockbrokers alike chanted "yada, yada, yada" and knew what it meant to be "master of their domain."

Seinfeld also had an impact on an Australian entrepreneur named Damien Vasta.

Earlier this year, Vasta and a business partner were strategizing about where to debut their new invention: a baseball cap with built-in sunglasses that tuck inside when not in use. Right off the bat, the partners narrowed their target audience to the United States.

"It'll be much, much easier to promote the "ultraCAP' in Australia once we say the Americans have seen the product and that it's viewed as practical and stylish there," Vasta said from his office in Brisbane. "Australians won't need to hear any more. They won't even need advertising."

That settled, the restaurant owner and non-practicing lawyer hired an Overland, Kan., firm, American Media Group, to recommend a pilot city.

AMG based its search on several assumptions about ultraCAP's most likely buyers: that they spend a lot of time outdoors, live in a warm and sunny climate, have a fair amount of disposable income, and are of retirement age.

"Old people walk all the time," said AMG's Marc McNally. "You always see them in big old hats, big old black sunglasses that cover their head."

Using these demographic criteria, McNally came up with several possible sites on the East and West coasts, including San Diego, West Palm Beach, and the Tampa Bay area. He left the final decision to Vasta.

That's when Vasta put his television viewing experience to work, choosing Florida over California.

"My only knowledge of American culture is from Seinfeld and The Simpsons," he said. "And on Seinfeld, Jerry's parents live in Florida. In Australia, we call them the "white-shoe brigade.' "

Once Vasta chose the bay area over West Palm Beach, ultraCAP began its first-ever ad campaign, a 12-day stint on bay area programs on the Lifetime and Home & Garden cable television channels.

Not that the 60-second infomercials generated a lot of sales. During the first six days, viewers ordered just five of the adjustable caps, which cost $29 plus $5.00 shipping and handling.

Saturation advertising takes a while to work, Vasta said. And as with most "fashion" gear, people will need to see others wearing the caps before buying one themselves.

Retirees aren't Vasta's only targets. He sees promise in sales to parents worried about their children's vision and to outdoor sports fans.

"When you're going to a ball game and having a couple of Budweisers, you don't have to worry you're going to lose your Ray-Bans," he said.

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