This document provides examples of line stretching and brand extension strategies for several companies. It describes Coca-Cola's launch of Vanilla Coke in 2002 that saw initial success but then sales declines leading to it being pulled from shelves. It also discusses Vittel's successful launch of fruit-flavored waters for children and Nesquick's cereal launch in 1999 that built on the brand's chocolate taste positioning. Additionally, Bic's failed launch of perfumes in lighter-shaped packaging at tobacco stores is examined.

1. BRAND EXTENSION
AND LINE STRETCHING
Some Examples

2. LINE STRETCHING

3. COCA COLA
THE VANILLA COKE
• Line extension of Coca-Cola
• Introduced in 2002/2004 in Inda, United States, England, France...
• Nine months after the launch the sales went down ( -43% in volume sales)
• In 2005, Coca-Cola yanked Vanilla Coke from the shelves
• Reasons of failure: the taste, the price.
2004
2013
• Relaunch in 2013: The brand has been updated with
new packaging and is on limited release across the UK.
Coke plans to make the drink more widely available if it
sells well during its first few months. It is launching print,
outdoor and in-store promotions to drive awareness
alongside a social media push.

4. VITTEL
FRUIT FLAVOURED WATER
• Vittel: water brand
• Launch of Vittel strawberry menthol and lemon-flavoured in 1997
• Real success
• New packaging in 2004
• Reasons for success: Efficient segmentation and positioning. Children. Drink water
is not fun, but flavoured water is! Packaging adapted to children. Parents trust the
brand.

5. BRAND EXTENSION

6. BIC
THE PERFUME
• Bic brand: lighters, pens and razors
• Market extension: Bic entered the flagrance market
• Launch of the Bic perfume in 1988
• 4 differents flagrances: For the day, for the night, «sport bic» and «Bic men»
• Designed in a lighter shape
• Sold in tobbaco stores
• Failure: they stop producing this product 3 years after the launch
• Reasons for failure: wrong place,
wrong packaging. Main mistake:
having though that a luxury product
as perfume can be popularized like
that.

7. NESQUICK
CEREALS
• Nesquick: Cocoa powder for breakfast
• Launched in 1999
• Reasons for success: good positioning «The
only breakfast cereal with the irresistible taste of
Nesquik chocolate in every bite», coherent
endorsed brand extension, same energy-
booster concept, complementary to the parent
brand.