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November 16, 2010
Jack Daniel’s Mustard
I bought and photographed the jar above in 2008, but I’m only now getting around to posting it.
Jack Daniel’s Mustard: another surprising —(but not completely counter-intuitive)— brand extension.
Managers often introduce brand extensions that differ significantly from their current product lines (e.g., Jack Daniels Mustard). Even though they do not introduce these extensions with the expectation that they will be negatively received or perform badly, such problems may indeed happen (e.g., Bic Perfume, Harley Davidson Wine Coolers).
Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies
(1997) by Milberg, Park & McCarthy
Unlike the ephemeral Marlboro Beer, Jack Daniel’s Mustard (manufactured by Marzetti and on the market for at least 13 years) appears to be enjoying some longevity. (And may just be the tip of the iceberg for Jack Daniel’s brand extensions.)
(More mustard varieties, after the fold…)
(See also:Waitrose Mustards, Jack Daniel’s / Erased de Kooning, and Mustard Jar Fight Scene)
And last, but not least: a Jack Daniel’s tattoo…
Randy Ludacer
Beach Packaging Design
Kudos
Consumer/Culture
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Rob Walker’s Design Observer Blog
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The MKTG Tumblr Site
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Justin Kirkwood's brand fiction site
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The Unconsumption Tumblr Site
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What did you buy today?
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The Church of Stop Shopping
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links
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The Man Who Moved Manhattan
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Belgian journalist, Tom Ronse's blog
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