Still Logically Extending Into Infinity

As many of you already know, whenever I have the luxury, I thoroughly enjoy meandering through the supermarket—and when I say meander, I mean it. Aimless. Rambling. Without fixed direction. Think about the circuitous route of a lightly windswept bumblebee and you’ll get the gist of where I’m coming from.

Such meandering retail excursions invariably lead to worthwhile discoveries. I’m pretty sure it was a wise, old Buddhist marketing monk who said that it’s important to lose yourself from time to time in order to truly see desirable directions.

I briefly found myself on such a Zen-inspired amble last night, and it led me directly to an example of what I have traditionally called a “logical extension”—a successful product that takes a core piece of its identity and implements it as the starting point of a wholly new product. When properly executed in line with prevailing market tides and seasons, it can prove a great way to reach new consumers.

My logical line extension of the night was a relatively new line of refrigerated coffee drinks manufactured by a popular processor of pomegranate juices. The extension part of the equation is the addition of “pomegranate antioxidant extract,” as listed on the ingredient statement, to the drink. Back-label verbiage devotes as much time to antioxidant and health messages as it does to caffeine and the concept of giving yourself a “healthy buzz.” In reality, without calling it such, this is an energy drink—albeit in a next-generation, all-grown-up light.

This approach can prove a great way to establish a wide-ranging—yet focused—brand identity.