Innovation to Stretch into New Markets47

More and more brands seem to be launching what I call LET-OFFs: Limited Edition Tactical OFFers. These new product launches are not serious, strategic stretching initiatives seeking to generate significant brand and business…

The Tropicana team are at it again with what looks like a bonkers bit of brand stretching. They recently launched Tropicana Crunch, a cereal made to be consumed with orange…

The recent brand stretch of Mr Kipling* from cakes into ice cream caught my attention on Linked In. The new product has been launched exclusively in the Iceland store chain.…

Yes, you read right. Tropicana have stretched their brand from juices into, well, toothpaste. Crazy as it may seem, this is a real product launch and not an April Fool’s…

Is Sky smart to stretch its brand into the smart TV market? I asked myself this question today, after seeing an ad for the new Sky Glass TV. Sky's subscription…