Brand Stretch – The Odd Couple

posted on 14th Mar 2019 by Sean Deignan

Sometimes a brand can become so synonymous with a particular product, it can be difficult to imagine it being used on anything else. It’s understandable that when a brand is successful, a decision is made to allow it to be licensed on different products. This can be both a related, relevant product and also completely unrelated product. Referred to as ‘brand stretching’, this can be sensibly applied and utilised as part of a normal brand evolution and extension of its product range.

Diageo-owned Guinness are an example of where a brand has successfully been applied to a variety of food products. The Guinness product range includes sauces, confectionery, ready-meals and even cheese.

Brand stretching can turn out to be successful and allow its product range to grow. It is of course quite risky and there are many instances where this has been an outright, abject failure. Below are some examples of well-known brands stepping out of their comfort zone and into somewhere new. In some instances, the pairing of a brand with a obscurely related product seems arguably a very odd decision, but believe it or not, they have happened.

So without further ado, meet what I like to call ‘The Odd Couple’:

Colgate Frozen Meals

Launched in 1982, its consumer base failed to make the connection between toothpaste and frozen chicken. Go figure.

Cosmopolitan Yogurt

Appearing in 1999 and disappearing soon after, a high price point and a ‘sophisticated’ claim did not rescue this fashion magazine and yogurt combination.

Carlsberg Male Toiletries

Not only can you drink it, the famous Danish beer company thinks it will make you smell good too. Probably.
Even the guys in the promotional video don’t look totally sure…

https://www.thedrum.com/news/2015/06/20/carlsberg-brews-male-grooming-products-made-beer

Zippo Ladies Perfume

Ever been in a petrol station and felt ‘this is the scent for me’? Didn’t think so…

Hello Kitty Beer

The ultimate brand stretcher which has found its name on everything from sweets to shoes to aeroplanes, beer just seems a step too far.

 

Sean Deignan, Senior Production Artist

Sean is a Senior Production Artist at Neworld. He is responsible for the handling of major brand name projects from brief to final production, and for taking design concepts and working them to fully finished packaging and literature ready for print. He has worked with a variety of brands including Barry’s Tea, Glenisk, Arrabawn, The Jelly Bean Factory and Irish Pride.