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June 06, 2008

Snap, Crackle, and Hip Hop

Kelloggs_2Brand extension makes for strange bedfellows, perhaps none stranger than two which were recently announced. Kellogg’s graces most of our breakfast tables, so we suppose it’s as likely a candidate as any to join the ranks of urban fashion brands. Visit their partner, Under the Hood, to review such items as Dig 'Em and Tony the Tiger neon T-shirts, Froot Loops and Rice Krispies track jackets, and a Frosted Flakes padded nylon jacket.

Those whose tastes gravitate more toward the concert hall may reach instead for a pair of Lang Lang Adidas Gazelle sneakers. The Chinese piano virtuoso seems like a stretch to us for a sports brand. Whether his athleticism at the New York Philharmonic translates into relevance in the New York Marathon remains to be seen.

No doubt each of these taps into a well-researched market demand – but are they the right fit for the brand?

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About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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