Posts Tagged: Educational

Dec 11

Brand Extension Tool Goodie from Savvy&Victor

Joanna Allen, CD at Savvy&Victor, use this model to help clients evaluate and determine the direction of a brand extension into a new category e.g a new product or service. I mainly aims to establish the core capability of the existing brand to give the clients a competitive edge within their new area of development. It also incorporates the audience perspective, which often can be quite different to the organisations. Gerber Singles is an exellent proof of that.

Joanna Allen BEX Tool

Dec 11

Brand extension failure no 1

Baby food for adults. Naah, not working...

GERBER SINGLES by baby-food manufacturer Gerber is one of the most frequently referenced brand failures of all times. Gerber’s attempt to extend into adult food market definately belong in the brandning Hall of Shame.

The idea was to create small servings of food for single adults in the same jars as used for baby food. When the range was launched the company discovered that eating for example ‘Beef Burgundy’ out of a baby food jar was not what most people considered  a good night in…

The name it self indicates ‘I live Alone and Eat My Meals From a Jar’, to qoute Susan Casey (October 2000 issue of Business 2.0).

I have not found any comments from Gerber on whether the product was market researched or not. It failed spectacularly though.

This is a typical case of inside-out thinking. Gerber had the set up for production and decided to launch a new product line without a least bit of consumer knowledge or insight.