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July 29, 2008

McDonald's Gives You Gas

McdonaldsgasThe logical connection between the McDonald’s brand and police squad cars would seem unbridgeable, at least until this summer. That’s when a pilot project is getting under way in the Philippines that would put used cooking oil from the fast-food giant into hybrid-fuel vehicles. The cars will run on a mixture of 40 percent diesel and 60 percent cooking oil, donated by McDonald’s.

"It's a win-win situation for us because we will both benefit," Agence France Presse quotes a police chief in Manilla. "The cooking oil of their Makati stores will be re-used and the Makati police will use it as a component for their biodiesel and also save money."

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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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