Entrepreneurs have often used line extensions to build organization and grow consumer loyalty. Oreo is a traditional example. You start off with Oreo sandwich cookies and then increase in refined strategies. You increase a lot more filling (“Double Stuf”) and make the cookies greater or scaled-down. Then you differ the foundation solution a little bit even further by, say, masking the cookies with chocolate or transforming their flavors and filling. This traditional strategy to line extensions worked decades back and however functions nowadays.
But currently there are reasons for brands to extend further—to go further than the straightforward and clear. Today’s buzz-hungry, relevancy-oriented, social media-rich marketplace is fertile floor for brand names to join with customers by innovating even far more. By leveraging existing model equities and stretching them into new and unique parts, companies can make brand name recognition, enhance brand name credentials, generate incremental use among loyalists, and even entice new customers to the fold. Productive “stretching” leverages critical packaging equities as a bridge to keep a powerful link between the existing model and the new innovation.
Model stretches that make feeling
A prime case in point of a manufacturer extend is Ben & Jerry’s Salted Caramel Brownie Brown Ale, a collaboration with New Belgium Brewing Co. that will be available this tumble. In this article, the packaging for the brown ale clearly leverages the brand’s visual belongings: the puffy white clouds versus a light blue sky and the quirky cow with its shiny-yellow scarf, snow goggles, and ski hat. But this packaging isn’t intended only for these of us who have stood in advance of grocery-retailer coolers salivating at all the distinct Ben & Jerry’s flavors it also aims to appeal to craft beer lovers who have carried out much the similar looking at various selections of ales, stouts, and the like. In addition to the Ben & Jerry’s equities, the packaging includes New Belgium’s symbol and signature pink bicycle.
I doubt this is a very first action in a transfer by Ben & Jerry’s to turn into a dominant player in the entire world of craft beer. Nor is New Belgium likely to promote ice cream-inspired beer at any time soon. Instead, this is a quirky, exciting, and buzz-creating collaboration that will place smiles on the faces of all included. This manufacturer stretch reinforces the good thoughts presently linked with each models. If it helps make income, that’s a satisfied reward.
A different case in point is Patagonia Provisions by outside clothier Patagonia. The company’s globe-traveling founder, Yvon Chouinard, cares deeply about meals and started offering Patagonia-branded food items items in 2013 with the introduction of flippantly smoked, wild-caught salmon. More not long ago, the business began promoting organic fruit-and-almond bars. Below, the work evidently concerned a mindful survey of current ways to packaging in the wholesome bar class. Patagonia’s fruit bars are visually spare, with about as considerably white area as you would anticipate to see on a trek through the Himalayas. This sends a information to customers that the bars are about total foods, not additives. The Patagonia emblem is tastefully minimized but can help tie these goods back to the original model. The general method is utilitarian, creating the bars truly feel like one thing you would decide on up alongside with freeze-dried dinners and gasoline for your camp stove, in preparing for a very long backpacking trip. Are hardcore adventurers really the sole goal viewers for the bars? No, but who does not want to feel like a hardcore adventurer at 1 time or another? No matter of whether Patagonia Provisions gets to be a massive moneymaker, this stretch clearly can help bolster the all round Patagonia model. In this scenario, the suit amongst the authentic item brand name and the new offshoot is as cosy as a pair of ski pants.