Finally a Good Brand Extension
May 25, 2008 by Susan Gunelius
Filed under Marketing
There have been a lot of bad brand extensions over the course of the past year or so (think of Precious Moments coffins, Hooters Energy Drink and Donald Trump Steaks to name a few), but today, I read about a brand extension that actually makes sense!
According to The Brand Elastic, Dairy Queen and the Girl Scouts are teaming up to offer a new ice cream selection. Do you like Dairy Queen Blizzards? Do you like Thin Mints Girl Scout cookies? Then you’ll love the new Dairy Queen Thin Mint Blizzard that will be the Blizzard of the month in July.
I couldn’t verify if the Dairy Queen Thin Mint will be available in all Dairy Queen franchises or not, but it should be a hit wherever it does debut (it’s being tested in 8 markets).
Finally, a good brand extension reminiscent of that old tagline, “two great tastes that taste great together.” Now, for a bit of trivia, can you name the brand that tagline came from?
Image: DairyQueen.com
Reeses peanut butter cups?
You got it, John!
“You got your chocolate in my peanut butter! You got your peanut butter in my chocolate!”
I should mention that Dairy Queen Blizzards with Reeses Peanut Butter Cups are my favorite! :)
I agree wholeheartedly that this brand extension makes sense, but only because it doesn’t change the product all that much, only where it’s offered. Girl Scouts are still offering the Thin Mints, and Dairy Queen is still offering ice cream, now they’ve just joined forces to make it great.
And this is one idea I’m happy you got one of the scoops on! Mmm, tasty goodness!
Aha! Mine too… mmmm.