Brand extensions

Brand extensions of Fanta and Orangina
'Brand Extension' is a common method of launching a new product by using an existing brand name on a new product in a different category.
A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering.

Brand Extension of Fanta 

“Fanta milkshake recipe”

There is a website called Coca Cola Conversation shares a lot of blogs that tells the story of Coca Cola, the extension use or products of Coca Cola. About Fanta, it presents a recipe about how to make Fanta milkshake! It sounds amazing! 

 “Fanta-stic use of thermochromic inks on interactive packaging”   

During November and December 2012, labels on Fanta Orange bottles contained thermochromic ink which revealed a challenge to consumers to perform a "Funstigator" task such as "High-five someone wearing orange," "Pretend you're a ninja" or "Do the robot." The core activity of the summer campaign was a Fanta Funstigator gaming application available on the FANTA Australia Facebook page and as a smartphone app from the Apple App Store or Google Play.

Fanta x Apple Apps Store 

When we search the keyword “Fanta” in the app store there are a lot of applications that suit for iPhone or iPad. Most of them are games, and the others are Music/Entertainment. In the Games, there are several characters that same in Fanta Website, so it can make the brand culture deeply rooted in customers’ mind.

Brand Extension of Orangina
Orangina has launched several co-branding strategy in order to communicate with a particular target. At first, Orangina usually thought as “Children’s drink”, for the sake off enriches its marketing segmentation, they decided to create a partnership with NRJ, the famous pop music radio among the youth.

ORANGINA NRJ Réunion Distributions

Orangina -Orange soda-330mL-LEE COOPER "EN UN IN-France

 

Orangina also choose Lee Cooper, a jeans brand, to make co-brand cans.

The Perfect Mix! à Orangina Cocktial Recipe 

Orangina with its unique recipe is already a cocktail in itself so it is perfect for fruit based cocktails!

In conclusion, brand extension makes the brand possible to develop a product line that is often sold in a separate distribution channel. It can meet more consumers’ needs and access to the goal or target.

By Jumping Lychee

Sources:

 http://www.investopedia.com/terms/b/brand-extension.asp

 http://www.coca-colaconversations.com/

 http://www.packagingdigest.com/
 https://www.facebook.com/media/set/