How food helps companies develop their brand appeal
Peugeot-Saveurs, which makes the culinary tools.
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When companies launch unusual brand extensions, it’s usually a marketing gimmick. This explains radios shaped like Coca-Cola vending machines, socks from KFC (‘Perfect for keeping your feet nuggets crispy’) and Campbell’s Soup canned candles. Lip balm flavoured with Cheetos may have appealed to some fans of the crunchy snacks, but never took off.
A company that makes environmentally friendly fire logs from old cardboard created a variant infused with the aroma of KFC’s spices. KFC embraced this as a great way to allow customers to warm their homes, while whetting their appetite for fried chicken. Swedish knifemaker Fällkniven’s branded adhesive bandages are a neat reminder of the sharpness of their products.
Products like Peugeot’s pepper-grinders are legacies of a time before companies found their present focus.
Lamborghini still makes tractors, though through a parallel company alongside the one that makes sports cars.
A boom in the 1960s led companies into extensions that seemed to make sense then. Cosmopolitan magazine launched yogurt along with other lifestyle products for women. A widely circulated image of Colgate lasagna may have been created by the Museum of Failure, which celebrates bad products, but it was based
