brand extending, innovating, selling

When brand extensions become ads: How Jack Daniels is creating the most innovative of point of sale assets

Jack_daniel_woodchips_2 so Phil and Eva were shopping at the weekend and arrived at Vizeum this morning with tales of Jack Daniels woodchips.  it is true.  Jack Daniels have extended their brand into not only wood smoking chips but briquets too, allowing each of us to have great smokin flavour BBQs whenever we want.  and at the start of summer too.

the products have some great reviews on Amazon; b. observes that "within minutes, you'll be treated to the sweetest
smelling wood this side of anywhere"
, perhaps because the chips are made from the actual barrels used to make JD.  so – great marketing story one – the product extension genuinely tells part of the brand story.

the second reason we like this is the margin.  the list price on Amazon for a 2lb bag of chips is $9.99, compared to between $4 and $6 for other bags.  the reviews refer to the cost for say its totally worth it.  heritage and brand are being monetised very effectively indeed.

but the third and real genius of this brand extension is the sheer volume of space it gets on you shelf in a new and different part of the store.  its top-notch media space right at the point of purchase…  brand's offer love and money for valuable space like this.  Jack Daniels have innovated their way in whilst at the same time commanding a premium and augmenting their brand story.  lovely.

ps they do sauces too!


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