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March 16, 2009

The German Touch

Obamafingers While American hucksters wasted no time in cranking out the Obama T-shirts and memorabilia, it took a German company to come up with the questionable idea of marketing Obama-branded fried chicken.

German newsweekly Der Spiegel reports that frozen-foods firm Sprehe wanted to ride the wave of Obama-mania and nothing could appear more natural than chicken fingers (with curry sauce, by the way).

The magazine quotes the firm’s marketing manager, Judith Witting, who remarked that, “It was supposed to be an homage to the American lifestyle and the new US president.” When asked by the magazine whether they might be playing off traditional racial stereotypes, Ms. Witting remarked that the thought had never occurred to her. More here.


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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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