Monday, February 16, 2009

As irresistible as chocolate

This commercial for Axe Dark Temptation came out just in time for Valentine's Day. What a smart way to incorporate women's love for chocolate into a product marketed toward men.

Friday, February 13, 2009

Beer chips?

Doritos is great at using humor to attract attention to their product and generate sales.

Wednesday, February 11, 2009

Put a little swagger in your step

Heard everywhere from MTV to national television shows to popular songs, swagger is the new term to use and way to be. Now everyone can have it with Old Spice's Swagger products. The target market here is adolescents through young men - the individuals who are exposed to the term/concept in everyday life.

[I found the actual product at my friend's house. Obviously the product line's target market is responding.]

Compiled from several online definitions...
swag·ger [swag-er]
to walk, talk, and dress in a boastful or arrogant manner.
2. to conduct one's self with pompous-like confidence in a way that would automatically earn respect.

While the definition suggests a negative connotation, adolescents and young adults consider the term trendy, acceptable, and a way complimenting someone.

Here are a few examples:
~~ I'm the opposite of moderate, immaculately polished with the spirit of a hustler and the swagger of a college kid. - T.I., the song "Live Your Life"
~~ Swagger. You got it. You got swagger. - Lil' Mama, America's Best Dance Crew

Old Spice carries several Swagger-scented products. Go to the website to check them all out!

Thursday, February 5, 2009

Dannon Brand Extension

Dannon is typically known for its yogurt products. There's Activia, which is supposed to keep your digestive system regular; DanActive, which is a yogurt drink that supports a healthy immune system; and Danimals, the kid-version yogurt drink designed to taste good and provide nutrients and other "good for kids" ingredients. Not long ago, I was buying bottled water by the case, and noticed the familiar logo of Dannon on one of the packages. I didn't think much of it because I consider Dannon a pretty legitimate brand; I purchased the Dannon water because it was cheapest at that time and place. It didn't taste different from any other bottled water I could have chosen. Dannon must have recognized that consumers are familiar with and trusting of their brand, thus making the bottled water industry a relatively safe market in which to extend to.

Eventually I came across Dannon Fluoride water bottles, which claims to be "Great for kids on the go!" The packaging also has a young kangaroo playing soccer - being an active kid, if you will. This targets both parents and kids. Parents want their children to drink more water, apparently fluoride is good for you, and it is made by Dannon, a trusted brand.

Dannon has done a much better job with brand extension than Kool-Aid. One reason is that they have not over-extended their brand like Kool-Aid seems to have done. Another reason is that Dannon seems to recognize which products to extend to; that is, what markets have the potential for success. Whereas Kool-Aid seems to extend to any product possible.

Kool-Aid Brand Extension

Well, we talked at length about Kool-Aid in class last week. Should we make a Kool-Aid energy drink or sports/exercise drink? The verdict was maybe. Take a look at other ways Kool-Aid has extended its brand:

Above is a picture of the Kool-Aid packets that many of us grew up with. Just add water and (more) sugar! The packets seem to be Kool-Aid's signature product.

In class we briefly discussed the creation of a Kool-Aid Capri-Sun-type drink; looks like they already thought of that with Kool-Aid Jammers.

Kool Pops - The Kool-Aid flavored version of the ever popular Otter-Pop. I don't know of anyone who doesn't like Otter-Pops, nor do I know of anyone who buys Kool Pops. Perhaps Kool-Aid extended its name to a product that is already dominated by another brand.

Something we didn't consider was Kool-Aid clothing. Clever, but given the brand's decreasing popularity, the creation probably came too late. By the way, the shoes have the brand logo on the back and have "Kool" imprinted on the soles... there's no way to hide the fact you're wearing Kool-Aid shoes.

"Oh Yeah!"