Failed Extensions
Arizona
Arizona is an established and highly succesful brand in the in the prepackaged iced tea market. With 133 different types of drinks with everything from their original iced tea to energy drinks to their skinnygirl line to their arnold palmer line, they have covered all the bases of iced tea variations. Although Arizona has been hugely successful in the iced tea category, the company had a huge failure in one of their brand extensions. They randomly launched a nacho's and cheese dip that failed as a result of the brands success in the ice tea market. Customers had developed such a strong association between Arizona and iced tea that they found it confusing and unappealing to see a product that wasn't related under the same brand name. Arizona's line extension in one market prevented a second successful line extension under the same brand name but in an unrelated field.
Harley Davidson Cake Decorating Kit
When most people think of Harley Davidson the first thing that comes to mind is of course, motorcycles. It may come as a surprise then that the company decided to launch a cake decorating kit. Harley Davidson is a brand name that is associated with rugged, raw, and rebellious masculinity. In carving such a brand it isn't surprising that their brand extension into cake decorating was unsuccessful.
