Brand Failures

vi Contents
16 Clairol’s ‘Touch of Yoghurt’ shampoo 68
17 Pepsi AM 69
18 Maxwell House ready-to-drink coffee 70
19 Campbell’s Souper Combo 71
20 Thirsty Cat! and Thirsty Dog!: bottled water for pets 72
4. Extension failures 73
21 Harley Davidson perfume: the sweet smell of failure 77
22 Gerber Singles: when branding goes ga ga 82
23 Crest: stretching a brand to its limit 83
24 Heinz All Natural Cleaning Vinegar: confusing the customer 87
25 Miller: the ever-expanding brand 90
26 Virgin Cola: a brand too far 94
27 Bic underwear: strange but true 96
28 Xerox Data Systems: more than copiers 98
29 Chiquita: is there life beyond bananas 103
30 Country Time Cider 106
31 Ben-Gay Aspirin 107
32 Capital Radio restaurants 108
33 Smith and Wesson mountain bikes 109
34 Cosmopolitan yoghurt 110
35 Lynx barbershop 111
36 Colgate Kitchen Entrees 112
37 LifeSavers Soda 113
38 Pond’s toothpaste 114
39 Frito-Lay Lemonade 115
5. PR failures 117
40 Exxon 121
41 McDonald’s: the McLibel trial 124
42 Perrier’s benzene contamination 129
43 Pan Am: ending in tragedy 132
44 Snow Brand milk products: poisoning a brand 134
45 Rely tampons: Procter & Gamble’s toxic shock 137
46 Gerber’s PR blunder 140
47 RJ Reynold’s Joe Camel campaign 142
48 Firestone tyres 144
49 Farley’s infant milk and the salmonella incident 148