Corporate brand extensions are serious attempts to grow a brand beyond its initial range of products. Sometimes the tactic works, and other times it just leads to some good comedy.
1. Bic Underwear
We first knew them as the company that made very reliable writing instruments. Then Bic got into the disposable lighter and razor market, and we still bought their products. But we had to draw the line somewhere, and the idea of disposable underwear just wasn’t that appealing.
2. Cheetos Lip Balm
Several brands have dipped into the lip balm product category. The basic rule is, ‘if it tastes good, why not smear it on your face?’ It is less successful with cheese products. Frito-Lay got in the game in 2005 when they launched Cheetos lip balm. Now maybe it was a great way to experience the delicious joy that is Cheetos, with only a fraction of the calories, but the dozens of negative reviews suggest it was an idea ahead of its time. (How long until never, again?)
3. Lifesavers Soda
Lifesavers Soda was introduced back in the 80s, and was off the shelves not too long after that. It came in five flavors, and apparently did well in taste tests before the launch. But the name just didn’t work with the product, as consumers just weren’t looking for a candy they could drink.
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