Brand Failures

30 Country Time Cider
Country Time Lemonade Drink was launched in 1976 by Kraft foods as a
powder mix, and soon became the top-selling lemonade product sold
through US grocery and convenience stores. It successfully extended its line
with Country Time Pink Lemonade, which was introduced in 1977. However,
when the decision was made to extend the well-known Country Time
brand to apple cider, the brand experienced its first failure. Although the
brand managers may have thought the brand was chiefly associated with
‘good old-fashioned taste’ (a Country Time slogan) – an attribute which
could be applied equally well to cider – the reality was that the brand simply
meant ‘lemonade’ to most customers.