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A questions about Kellogg's crazy idea to extend its brand and produce ghetto clothes

by Pabe
4 replies
Hi there!

Since I'm currently writing a marketing paper about successful / unsuccessful brand extension strategies I came across Kellogg's crazy idea to introduce a line of clothing products featuring ther mascotts. I'd really like to use this example for showing what fit in core values and a lack of costumer research is (not) about, however, I really should know why the Kellog's people launched this line. What was their intention, what was their target audience, ... I tried to find information on the internet but it seems to be limited. However, why it sucks is pretty obvious

Would be happy about hearing your opinion on that!
Greets, Pablo.
#brand #brand extension #clothes #crazy #extend #extension #ghetto #idea #kellogg #produce #questions #strategy
  • Profile picture of the author Kevin AKA Hubcap
    Do people really want to wear clothes emblazoned with Tony the Tiger or Snap, Crackle, and Pop:confused:?

    I haven't heard anything about this but one thing you could do is go straight to the source.

    Contact Kelloggs, let them know you're writing a marketing paper and would appreciate an interview.

    The worst they could say is no.

    Kevin
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  • Profile picture of the author samstephens
    I agree with Kevin - the best place to go is Kellogs PR department.

    Just a small aside, SaraLee (not sure if this is an Aussie company, or worldwide) makes wicked banana cake and quite a respectable carrot cake, while SaraLee Intimates makes lacy lingerie.

    Of course the main difference is the lingerie doesn't have a picture of banana cake stitched into it...

    cheers
    Sam
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  • Profile picture of the author Mark Blaze
    If you are going to contact the source then don't tell them your going to be writing a paper on their marketing failure lol!

    That being said the kellogs kid 'there gonna taste great' apparantly had that much fun made out of him that he ended up comitting suicide (as to how true that is i don't know) but i would feel sorry for any kid that had to wear his cereal on his clothes!

    Mark Blaze
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    • Profile picture of the author GuerrillaIM
      7up used to have a character called Fido Dido that went into a clothing line.

      I could imagine seeing tony the tiger on a Mochino print shirt or some other fashion labels. Did they license the use of their characters or did they release an actual "kellogs" clothing make?
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