I will admit that I bought the Helicopter lure; I got the whole kit on clearance for about $10. I actually caught a lot of fish on them (but only at one lake it seemed). I'm not sure if it was something they'd never seen or what, but for that lake, it was dynamite. I will admit that some of Rapala's ads definitely make me take a closer look at their lures, but I generally buy based on friends' recommendations...
I recently bought Doug Hannon's new "fishing snake"- it hasn't arrived yet, but I expect it to work well. I had an older version of the lure (early 90's I think) and it was absolutely deadly in the slop.