Samsonite

Vote for the Best and Worst Brand Extensions

Quick—do you know what Starbucks Coffee Liqueur, Ralph Lauren for the Pet and Mr. Clean Car Wash all have in common? Answer: Each is an example of a brand extension—a new product that a brand famous in one category rolls out in another category.

Ready for Takeoff

In 1918, the Shwayder brothers of Denver began to manufacture a newfangled kind of luggage called the “suit case.” Facing no shortage of competition from more established trunk makers, Jesse Shwayder cooked up a brilliant name and a marketing gimmick.

JWT Shanghai Wins Press Grand Prix for Samsonite Print Ad

A print ad for Samsonite's Cosmolite suitcase, depicting a classical-style heaven-and-hell scene, has earned JWT Shanghai the Grand Prix in the 2011 Press Lions contest at Cannes.