Скачать или смотреть The Failure Story of "Colgate’s Beef Lasagna in the 1980s"

In the series of Failed Marketing Stories, we will highlight the most prominent stories of marketing campaigns that have failed all over the world and identify the reasons behind this so that we can avoid them in our work.

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Background:
In the 1980s, Colgate, a brand best known for its toothpaste and dental hygiene products, decided to venture into the food industry. They introduced a line of frozen foods, including "Colgate Beef Lasagna." The idea was to leverage the trusted Colgate brand name to enter a new market and expand its product offerings.

What Went Wrong:
Brand Mismatch: Colgate was strongly associated with oral care, and the idea of a toothpaste brand selling food was confusing and unappealing to consumers. The connection between toothpaste and frozen lasagna was too jarring, leading to skepticism and discomfort among potential buyers.

Consumer Confusion: The move into frozen foods didn’t align with the public’s perception of Colgate. Consumers struggled to reconcile the idea of a company known for cleaning teeth with the idea of it also producing food, especially something as distinct as beef lasagna.

Poor Sales: As a result of the brand mismatch and consumer confusion, the Colgate frozen food line, including the beef lasagna, performed poorly in the market. The products failed to gain traction, leading to low sales and a swift exit from the food industry.

Outcome:
Colgate’s foray into frozen foods was short-lived. The brand quickly withdrew the line from the market after realizing that the move had backfired. The failed experiment served as a costly lesson in brand extension and market positioning.

Lessons Learned:
Stick to Core Brand Identity: Expanding into new product categories should make sense within the context of a brand’s established identity. A mismatch can confuse consumers and harm the brand.
Understand Consumer Perceptions: It’s essential to consider how consumers perceive your brand before entering a new market. If the new product doesn’t align with those perceptions, it’s likely to fail.
Careful Brand Extension: Not all brand extensions are wise. Before launching a new product, especially in an unrelated category, companies should ensure that it aligns with their brand’s core message and values.
Colgate’s "Beef Lasagna" is a prime example of the risks involved in straying too far from a brand’s established identity, highlighting the importance of staying true to what consumers expect from a brand.