Justice Coin – 9/11 & SEAL Team Six Commemorative Coin — A Marketing Review
Over ten years ago our world and way of life was changed forever when radical terrorists brutally hijacked airliners and used them as weapons in suicide attacks.
Two airliners crashed into the World Trade Center Twin Towers in New York City, another hit the Pentagon in the outskirts of Washington, D.C., and a fourth crashed into a field in Pennsylvania as the passengers heroically fought the hijackers and made sure that their airliner, Flight 93, wouldn’t be used as another weapon.
Thousands of innocent people died in the initial attacks.
Hundreds of millions of people around the world have been touched in some way, shape or form.
Nine and a half years later, Osama bin Laden, the figurehead of al-Qaeda and the world’s most wanted terrorist, met his demise when the warriors of the elite and highly classified (That’s why we’re all talking about it, right?) SEAL Team Six paid his home a visit. Using state-of-the-art helicopters and training, the commandos made a daring nighttime raid and ended his reign, killing him and capturing his body. The Navy SEALs also acquired an untold amount of data that is still being used in the War on Terror, errr, Overseas Contingency Operation.
So how do you commemorate such an occasion?
According to one company, a special commemorative souvenir could do the trick. A . . . JUSTICE COIN!
Yes, just such an item does exist.
You’ve probably seen the TV commercials advertising the Justice Coin by now. I just saw another commercial for it the other day.
Justice Coin TV commercial (NOTE — This TV commercial is slightly older than the current promotion.)
Before I go any further, let me say that this is NOT a political article. This is also NOT a discussion about President Bush, President Obama, the 9/11 conspiracies, or anything dealing with religious beliefs and the War on Terror. This is just about the Justice Coin and the way it’s being advertised to the general public.
Also note that the Justice Coin is technically a sovereign and not a coin of monetary value. It is not affiliated with the U.S. government and U.S. Mint. I may inadvertently refer to the Justice Coin in this article as a coin, but technically it is not a coin and has no U.S. monetary value.
Are you ready?
Let’s review the advertising and see if the Justice Coin is really all that special.
Justice Coin TV commercial — 9/11
The Justice Coin TV commercial begins with scenes from the September 11th terrorist attacks, reminding us how thousands of people and our way of life has been forever changed.
How’s that for the opening of a sales pitch?
Do they have your attention?
Justice Coin TV commercial — President Bush promising justice.
Up next we have a clip of President Bush promising that those responsible for the attacks would be brought to justice. Personally, I thought his megaphone speech at Ground Zero would have been a better clip, but this is a JUSTICE coin and not a “We’re gonna kick some serious ass” coin. Justice is the key word here. Justice.
Justice Coin TV commercial — It’s right out of the movies!
In what resembles a scene from the hit movie Black Hawk Down, we see some members of SEAL Team Six fast-roping into bin Laden’s super secret compound in Pakistan—-wait a moment. You mean we’re not seeing real footage from the legendary raid? It’s still classified material? Okay, I guess. These soldiers still look pretty cool as they do that special forces stuff that makes them so badassed.
Justice Coin TV commercial — President Obama confirming justice was delivered.
Specifically, it was stated that “Justice has been done.”
Again, the key part here is the word justice. It was stated by both presidents along with the TV commercial’s narrator. As you’ve already noted, justice is also in the name of the coin. Feeling of justice + commemorative item = Justice Coin. Throw in some Navy SEALs and there you go!
Justice Coin TV commercial — Thank you, Historic Coin Mint!
I mean, where else would we look to help celebrate and remember the daring mission completed by SEAL Team Six?
Should we look for a book, watch a TV special or wait for a full-length movie? I don’t think so. Everybody knows that commemorative coins are the way to go! Thankfully a company has recognized that extreme desire building in people and has just such a product available.
Justice Coin TV commercial — THE JUSTICE COIN!!!
Doesn’t that look awesome or what?
Check out that Navy SEAL Trident on top of the coin! Look at those cool choppers and those super secret troops. Neato! They almost look like the could be Navy SEALs. Or part of Delta Force. Or any other elite special forces program found in the world. No, no, no. Those are Navy SEALs on the coin. It doesn’t say specifically, but the TV commercial said so. That’s good enough for me. Freakin’ awesome!
Check out that slogan, “You can run but you cannot hide.” Personally, I think that slogans such as “The Only Easy Day Was Yesterday” and “It Pays To Be A Winner” are better when talking about the SEALs. The slogan on the coin talks about determination and never giving up, even when a certain chief terrorist was “running” from us for almost ten years.
With all of this talk about SEAL Team Six, it would have been neat if the team was actually mentioned on the Justice Coin instead of having those generic looking soldiers. Perhaps the real members of SEAL Team Six didn’t endorse it or allow specifically their team to be on the product.
On another note, the TV commercial has referred to this mission as “Operation Geronimo,” but “Geronimo” was just the code word for Osama bin Laden. The mission was actually called Operation Neptune Spear.
Justice Coin TV commercial — It has a super secret helicopter!
It’s the secret stealth helicopter!!!!
<cough> A modified MH-60 Black Hawk <cough>
But . . . but . . . but . . . it’s the super-duper secret stealth helicopter!!! It’s on the freakin’ coin!!! How awesome is that?!?
It looks like a generic UH-60 Black Hawk on the Justice Coin, but it’s the secret stealth one! The TV commercial said so!!!
Justice Coin TV commercial — The BACK of the coin!
The back of the coin has symbols of the terror attacks along with two quotes about bringing them to justice. We can see the Twin Towers, the Pentagon, a symbol for Flight 93, and the American flag. Above those are two quotes that use the word “justice” a total of four times. In case you’ve forgotten, this is the Justice Coin.
Justice Coin TV commercial — A rare, limited edition souvenir coin, err, SOVEREIGN.
Listen to the wording as the narrator specifically calls the Justice Coin a sovereign and does not describe it as a coin. Take note that it’s also layered in 24K gold. It’s not solid gold, nor is it technically a coin representing any monetary value. Best of luck trying to find out the thickness of the gold layer on the coin. That kind of information is nowhere to be found on the product’s website.
Speaking of the Justice Coin being “limited edition,” I wonder how many of these sovereigns were produced. Just how “limited” are these commemorative coins?
Justice Coin TV commercial — Oh, what a generous offer!
Hang on a second.
You mean to tell me that this 24K gold layered, commemorative coin is being sold for half price?
That sounds like an incredible deal!
Oh, I hope that they can go for an offer lower than that. I mean, if they’re selling a “collectors item” valued at $100 for half price, you know that they can go even lower and sweeten the deal. With these commemorative items being valued high and sold for so low, it’s a wonder that they’re even selling them and not just throwing a bunch into a vault to forget about them for like fifty years and letting them really appreciate in value.
Let’s see if the Justice Coin can drop in price before the end of the TV commercial.
Justice Coin TV commercial — The SEALs got bin Laden, and now I’ve got the Justice Coin. Take that, terrorists!
Good ol’ grandpa and his love affair with collectible coins. He sure looks proud to hold the Justice Coin, mesmerizing it, astonished at how well the layer of 24K gold glimmers in the light. I’m sure this will be added to the family vault and treasured with the rest of his investments.
Justice Coin TV commercial — And the price DROPS!
The “collectors item” valued at $100 is now down to just shy of $30. This is an older commercial, and as of right now, this very moment in time, because they can’t do this all day, the website is selling the Justice Coin for a whopping $19.95.
How can such a “collectible” item valued so high be sold for such a low price? A gold-layered coin such as this one must be really valuable to the right collectors, right? I’ll just assume that the company is taking a loss so that we can all help remember 9/11 and the elite warriors that killed the world’s most wanted terrorist.
Justice Coin TV commercial — The generosity is simply amazing!
In addition to that ultra low price, the company is also throwing in an acrylic case AND a certificate of authenticity. Wow!
Justice Coin TV commercial — AND a silver-layered Justice Coin!
Now here’s a real shocker for you!
The company is also throwing in a silver-layered Justice Coin, a “$70 value,” absolutely free. Free! Can you believe the sheer generosity of the promotion? They only want you to pay for extra S&H for the silver version of the Justice Coin. That sounds reasonable. It’s only been valued at $70.
How can a company stay in business for selling such highly valued Justice Coins at an incredibly low price?
I hope they’re not sold out of them by now.
Justice Coin TV commercial — MORE FREEBIES!!!
Just when it was almost unimaginable for the company to throw in any other freebie with this Justice Coin promotion, along comes the “military briefing pack.” A freakin’ briefing pack! Holy cow! And to think, some people would rather wait and read a book about Operation Neptune Spear instead of going for this “military briefing pack.”
Look at that briefing pack!
It has photographs, maps, and even operational details! I bet you’d have to do a few minutes of Internet searching to get together that much information about the subject. These people did it all for you. Now that’s convenience.
Would I look out of place if I wore my military store surplus uniform while reading the “military briefing pack”? Would it look like I’m actually receiving a real military special ops briefing?
How about if I line my desk with G.I. Joe characters? I’ve got a box full of them up in the attic. I can have them stand at attention while reading the briefing over and over again, pretending to be part of the action. After that I can load the G.I. Joe into the Mobile Command Center playset and we can take the “military briefing pack” over to my friend’s house and conduct the briefing all over again. And then we can head out to Wendy’s for a Frosty! Oh, man. A Frosty is sounding pretty good right now.
Woah, hang on a second. The TV commercial says that this offer is only for the first 500 callers. Thankfully the website doesn’t mention any kind of limitation like that. Hopefully the company has enough of those “briefings” in stock for all the people placing orders for the Justice Coin.
<crosses his fingers>
<tries to decide between a chocolate and vanilla Frosty>
Justice Coin TV commercial — Look mom! I’m reading! I’m reading!!!
And how much extra does it cost for the “military briefing pack,” the incredibly large collection of information relating to Operation Neptune Spear?
You mean it’s free?
It has a $79 value and they’re throwing it in for free?!? What’s wrong with this company?!? Ahhhhhhh!
That seems hard to believe when looking at it in the TV commercial. I’m sure the executives at the company are kicking themselves for also throwing in a highly valued item such as the “military briefing pack” for free. First the certificate of authenticity and then the silver version of the Justice Coin and THEN the “military briefing pack”? Wow! I bet they could have sold the briefing pack as an add-on for like $50 or even $60. An item valued at $79 being thrown in for free. What a terrific promotion!
Justice Coin TV commercial — ‘Gramps what’s 9/11—’ ‘DON’T TOUCH! This Justice Coin is valued at $100, sonny!’
Again we have grandpa admiring his Justice Coin. This time we know he’s serious as he uses a magnifying glass to show his grandson the most intricate details of his Justice Coin. The grandson can only admire the item and hope that one day it’ll be passed on to him, always remembering the day when he viewed the Justice Coin for the first time.
Now that was a magical day.
Justice Coin TV commercial — An offer too awesome not to refuse.
When you add up the “values” of the two Justice Coins, the cases holding them, certificate of authenticity AND the military briefing pack, it comes to around $260. One would like to believe that such a collection of items would be quickly scooped up by collectors and not even available for us everyday people. I’m sure people have been turning around and reselling it to other collectors at prices resembling small fortunes.
But a package deal valued at $260 and being sold for around $30 ($20 today on the website)? That’s amazing! What an incredible deal! I hope they still have some in stock for the rest of us before those collectors discover this Justice Coin.
Justice Coin TV commercial — They even give you an ‘inspection period’!
Just when you thought that this deal couldn’t get any better, the company is even throwing in a 30-day inspection period.
An inspection period. They are confident that once you break out the magnifying glass and study the most intricate of details on the Justice Coin, your chest will swell with pride as you remember why such a commemorative coin was created and sold at such a low price to the general public.
They also know that you are most likely a collector, somebody who appreciates the smallest of details. You inspect your other collectible coins for hours at times. There’s little doubt that you’ll have nothing but the highest regards for the Justice Coin.
Justice Coin TV commercial — Can the deal simply get any better?!?
At the end of the TV commercial we’re hit with the sales pitch again, reminding us of the incredible value of this commemorative set. Somehow, probably because of the company’s sheer generosity, the current price on the website is even lower!
For a grand total of $37.85 ($19.95 (gold and silver Justice Coins, two cases, two certificates of authenticity, and the Navy SEAL creed) + $7.95 (initial S&P) +$9.95 (S&P for the military briefing pack and gold lapel pin)) you’ll receive everything. The website even lists an addition couple of items not mentioned in the TV commercial.
Should the Justice Coin fail in your inspection process, the company does offer a refund for the $19.95 cost of the Justice Coin.
What can be said about the Justice Coin TV commercial that has not already been mentioned?
I have a feeling that the Justice Coin is just the start of what will inevitably be one of many products aimed at the accomplishment of SEAL Team Six. Over time, more and more stories about the raid will be released and you know that book and movie deals are in the works. It’s hard for companies to pass cashing in on such an opportunity.
As far as the Justice Coin, it would have been great if the TV commercial or website could go into ANY detail about how the items have been valued at such high prices. How is the gold-layered Justice Coin valued at $100 yet only being sold for $20? Why is that silver-layered coin being valued at $70 yet given away for free? How in the world is that “military briefing pack” valued as high as $79 yet also being given away for free? Is there any justification for any of those items for being valued at such incredibly high prices, advertised that way, and yet practically being given away for next to nothing?
That “value scam” alone raises huge red flags about the ethical nature of the company behind the Justice Coin. What are they trying to hide by getting people distracted at the incredible “value” of the entire package deal? Why would a company sell a brand new, $260 “valued” package deal for less than $40 including the shipping and processing fees, especially with it being advertised as so collectible?
Another issue deals with the gold and silver layers. What is the thickness of the layers of gold and silver? The cost of gold has been soaring, but is there enough of it in that layer to get excited about?
There’s nothing wrong with collecting coins or having souvenirs to remember special events. Souvenirs are souvenirs. To some people they’re collectibles. To others they’re more for memories. My girlfriend got me a cool Rock City souvenir coin when I made my first trip there with her this past fall.
As far as the Justice Coin, what is it about the product that makes it so special? The TV commercial keeps pushing the concept of this being an incredibly expensive collection, but when looking closely there’s virtually no supporting evidence. The TV commercial stays as generic as possible, and the website doesn’t offer any details about the Justice Coin. It just sells the concept of having something deemed as valuable and collectible to help remember 9/11 and those who fought hard to bring justice.
9/11 was a tragic event for our country. Everyday life has changed from that single day of terror. Thousands of soldiers have paid the ultimate price overseas fighting against the extremists.
These reviews and much more are available at my other website, Chamber of Reviews!
All of the Justice Coin commercial images were screenshots of an older TV commercial available on YouTube. For more product information, please visit the company’s website, www.JusticeCoin.com.
Historic Coin Mint is a registered trademark.
Navy SEALs kick ass.