BRAND EXTENSION AND LINE STRETCHING

Some Examples

LINE STRETCHING

COCA COLA THE VANILLA COKE

• Line extension of Coca-Cola

• Introduced in 2002/2004 in Inda, United States, England, France...

• Nine months after the launch the sales went down ( -43% in volume sales)

• In 2005, Coca-Cola yanked Vanilla Coke from the shelves

• Reasons of failure: the taste, the price.

2004

2013

• Relaunch in 2013: The brand has been updated with

new packaging and is on limited release across the UK.

Coke plans to make the drink more widely available if it

sells well during its first few months. It is launching print,

outdoor and in-store promotions to drive awareness

alongside a social media push.

VITTELFRUIT FLAVOURED WATER

• Vittel: water brand

• Launch of Vittel strawberry menthol and lemon-flavoured in 1997

• Real success

• New packaging in 2004

• Reasons for success: Efficient segmentation and positioning. Children. Drink water

is not fun, but flavoured water is! Packaging adapted to children. Parents trust the

brand.

BRAND EXTENSION

BICTHE PERFUME

• Bic brand: lighters, pens and razors

• Market extension: Bic entered the flagrance market

• Launch of the Bic perfume in 1988

• 4 differents flagrances: For the day, for the night, «sport bic» and «Bic men»

• Designed in a lighter shape

• Sold in tobbaco stores

• Failure: they stop producing this product 3 years after the launch

• Reasons for failure: wrong place,

wrong packaging. Main mistake:

having though that a luxury product

as perfume can be popularized like

that.

NESQUICKCEREALS

• Nesquick: Cocoa powder for breakfast

• Launched in 1999

• Reasons for success: good positioning «The

only breakfast cereal with the irresistible taste of

Nesquik chocolate in every bite», coherent

endorsed brand extension, same energy-

booster concept, complementary to the parent

brand.