3. BRAND EXTENSION FAILURE
Colgate Kitchen Entrees
Thinking about brand extension and looking for them in the internet i found this very strange Colgate´s extension.
In what must be one of the most bizarre brand extensions ever, Colgate decided to use its name on a range of food products called Colgate’s Kitchen Entrees. Needless to say, the range did not take off and never left US soil. The idea must have been that consumers would eat their Colgate meal, then brush their teeth with Colgate toothpaste. This not only failed to draw customer attention, but also reduced its sales of toothpaste.
This brand extension was a total failure because it breaks with all consumer's associations to the brand's values and goals. In addition, when you think in Colgate what comes to you its freshness, what I think it is the opposite of what they were tying to sell here.
When you make a brand extension you have to think very carefully what core values makes you brand profitable and try not move away of that values because that is how people feel when they are using you brand and that is how they have to feel with the new extension.