Thursday, June 07, 2007

How About Some Dr. Pepper on Your Chicken?

I love Pepsi, but it may be going to far with this. Needing a revenue boost, Cadbury and Pepsi are beginning to license their brand names. So far, No. 3 beverage giant Cadbury Schweppes has been the most aggressive. Last year, it expanded its partnership with Jelly Belly Candy Co. with the Jelly Belly Soda Pop Shoppe collection. And it already has relationships with Unilever's Good Humor for frozen novelties, Popsicle for sugar-free pops and Breyer's for an A&W-branded root-beer-float ice cream.

It appears that Pepsi is ready to follow suit as Dr. Pepper barbecue sauce, Aquafina skin-care products and Mountain Dew smoothies are all in the works. However, I’m not sure if I totally agree with this since it may dilute the brand equity for some of Pepsi's leading products. Look at what happened to Arm & Hammer in its attempt to become all things to all people(i.e. Arm & Hammer Detergent, Toothpaste, cleaning products, etc...). Now Arm & Hammer is not positioned to attract any particular market segment. Anyways, this is just my opinion. The bigger question relates to whether YOU want Dr. Pepper on YOUR chicken. Do you?

Source: Adage

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