In the context of Innocent’s foray into microwaveable food, is it wise for established brands to expand into unfamiliar markets?
I don’t believe that Harley-Davidson makes great marmalade, but it makes great bikes, and Caterpillar makes great machines and its tough boots fit the brand.
Companies like Marks & Spencer and Waitrose have credibility in food, having established their reputations by delivering excellent quality. It’s all about the credibility of brand stretch, as many brands, from Coca-Cola to Porsche, have missed the mark by over-estimating their acceptability to a different audience.
However, Innocent created a brand of trust and honesty in a saturated market that needed some trust and honesty. If anyone can make this leap into food, it can – providing that the integrity and product delivery lives up to the original promise.
Glenn Tutssel, Executive creative director, The Brand Union, London EC1