Excerpt from Marketing Daily “Campbell’s Launches Latest V8 Extension: Soups” September 8, 2008
The odds that consumers will berate themselves because they “could’ve had a V8” have just gotten slimmer.
Campbell Soup Company, which has expanded V8-branded juices to more than 20 varieties in recent years, is now extending the brand to a product category it knows pretty well: soup…
The product launch will be supported with print and TV spots, both slated to begin mid-September. The tagline is simplicity itself: “Introducing New V8 soups from Campbell’s.”
If successful, the soup line will be another example of Campbell’s mastery of using V8’s clearly defined brand mission–“To help more people get more vegetables, every day”–as the platform for a growing number of products bearing the familiar, trusted, 75-year-old V8 name…
The appeal of the much-pursued “master” or “mega” brand concept is clear: Extending an established brand’s power to more categories and consumers to realize greater sales volume, efficiencies and margins. However, many brands have failed to realize volume and share-of-market goals with extensions.
…Some brands, including V8, have the substantial advantage of being able to offer and market/advertise the same common, core benefit (the benefits of vegetable nutrition) across products…But in other cases–as with the drug category and Tylenol–while the brand personality/trust factor has real value, it’s the specific benefit being sought through a specific drug (long-lasting pain relief for arthritis versus quick pain relief for common headaches) that must be the main focus of each new product’s positioning and marketing strategy under the same brand.
Edit by SAC
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Full article:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=89983
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