Brand Extensions Can Go Too Far

Raise your hands. How many of you bought a Harley-Davidson cake-decorating kit or a padded bra filled with Evian water? Not many? Not surprising. These line extensions were recognized as the two worst of the year, according to a new study from New York-based consultancy TippingSprung in conjunction with Brandweek.

Budweiser’s “B to the power of e” energy beer, the Everlast fragrance and grooming line, Sylvester Stallone high-protein pudding and Lycra hair spray also received the dubious honor of being labeled bad ideas by the 449 marketing experts who responded online in October and November.

Line extending, which TippingSprung defined as a “company moving from what is perceived as its core business into a new product or service,” is a common strategy these days.