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August 20, 2007

Product Line Extensions - The Awful and the Brilliant

When I saw an ad for Crisco Extra Virgin Olive Oil, I cringed.

I couldn't think of a more inappropriate or awful product line extension.

CriscoOliveOil.gifThe Crisco brand connotes:

  • Deep frying
  • Fat
  • Grease
  • Clogged arteries
  • Everything else that extra virgin olive oil is not

What were the people at P&G thinking? I'm convinced that someone at P&G let this out the door when deep down they knew better.

For more on inappropriate line extensions, check out Laura Ries' blog on Hellman's Mayonnaise versus Kraft's Miracle Whip.

Now for a brilliant line extension.

BahamaRumBottles.gifWhat could be more natural than a rum from Tommy Bahama?

  • Tommy Bahama by virtue of its name says warm, relaxed and a casual environment
  • The leading rum brand, Bacardi, is produced in the Bahamas
  • Additionally, what could be more natural than wearing Tommy Bahama clothing while sipping rum in the Bahamas or the Caribbean, the birthplace of rum dating back to the 17th century?

Crisco Extra Virgin Olive Oil. Awful.

Tommy Bahama Rum. Brilliant.

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Posted by William Lozito at August 20, 2007 9:44 AM
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P&G owns Crisco? Where have you been, they sold that brand almost 5 years ago. If your going to comment on trends and naming you should really have your facts straight. How about you check out

Good catch, Ryan.

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