Confectionery brands are never seen as being something that’s good for your teeth.
They come preloaded with the acceptance that these sweet treats are full of sugar and a bit of a once every so often indulgence.
Therefore, it would be pretty ridiculous to think of a confectionery brand moving into the toothpaste arena.
Toothpaste is already an incredibly confusing fixture with multiple variants, claims and formulations so introducing a confectionery brand into this mix would be a completely bonkers thing to do wouldn’t it?
That’s exactly what I thought when I saw this Chupa Chups brand extension into oral care. I imagine this is to get reluctant kids on board with scrubbing their teeth, however it feels more in line with that famous Colgate lasagna that was circulating a little while ago.
It’s a bold move indeed but brands seen as potentially causing one problem are not best placed to offer solutions to remedy this, especially if the overall architecture and asset usage is exactly the same.
The net result is a fairly unbelievable product line extension that misses out on important efficacy cues. Not to mention the potential damage this extension does to the product that inspired it.
Know your place and do that well or risk cannibalising your offer
#Marketing, #Design, #BrandDesign, #Packaging
