Product Mysteries| Colgate’s Kitchen Entrees

Summary

In this video, we explore Colgate's failed brand extension into the frozen food market in 1964. Known for toothpaste, Colgate ventured into freeze-dried chicken and crab meat dinners under the 'Colgate Kitchen' label, hoping to capitalize on the association between eating and brushing teeth. However, consumer perception of the brand as linked to oral hygiene led to the quick withdrawal of the product. The case highlights the risks of brand extensions and emphasizes the importance of aligning new products with a brand's core identity. The failure ultimately led Colgate to refocus on its established product lines like children's toothpaste and dental floss.

Takeaways

• 😀 Colgate, a leading toothpaste brand, ventured into the frozen food market in 1964 with 'Colgate Kitchen Entries.'
• 😀 The product line included freeze-dried chicken and crab meat dinners, but it was quickly withdrawn after launch.
• 😀 The main target audience for Colgate's frozen food was busy working mothers, single college students, and families with little time for cooking.
• 😀 The marketing strategy hoped to associate Colgate's brand with both toothpaste and frozen dinners, but this caused confusion among consumers.
• 😀 Consumers were put off by the idea of a toothpaste brand offering frozen meals, leading to the product's failure.
• 😀 Colgate's attempt at a brand extension was an effort to expand beyond its reliance on toiletries and compete in the food market.
• 😀 Despite the failure in the U.S., Colgate did have specialty food operations in France and Italy, though success in these markets was limited.
• 😀 No images of Colgate's frozen meals from the 1960s or 1980s have been found, despite articles mentioning them.
• 😀 Brand extensions can be profitable when entering new markets, but they must be strategically aligned with consumer expectations and brand identity.
• 😀 Colgate's quick withdrawal from the frozen food market reflects the risks of brand extensions that don't resonate with consumers.
• 😀 The failure of Colgate's kitchen entries highlights the importance of ensuring that a new product fits within the existing brand image to avoid consumer confusion.

Q & A

Why did Colgate enter the frozen food market in the 1960s?

Colgate aimed to diversify its business, which was heavily reliant on soaps and toiletries, in order to compete with giants like P&G and Lever. The frozen food market, worth $4.2 billion at the time, presented an opportunity for expansion.

What specific frozen food products did Colgate introduce in 1964?

Colgate introduced freeze-dried chicken and crab meat under the 'Colgate Kitchen' label as part of their frozen food venture.

How was Colgate's marketing strategy for its frozen food products?

The marketing strategy involved promoting the frozen food products under the Colgate brand, which consumers associated primarily with toothpaste and personal care products, not food.

Why did Colgate's frozen food products fail in the market?

Consumers struggled to associate the Colgate brand, which was known for toothpaste, with food products. This confusion and discomfort led to the quick withdrawal of the frozen food line.

What was the target market for Colgate's frozen food products?

Colgate's frozen food products were targeted at busy working mothers, two-parent families, and singles, like college students, who were looking for convenient meal options.

What was the consumer reaction to Colgate's frozen food products?

The consumer reaction was largely negative, as people found it off-putting to buy frozen meals from a brand known for toiletries rather than food.

How did Colgate respond after the failure of its frozen food venture?

After the failure, Colgate quickly withdrew the frozen food line from the market and focused on other product categories, such as kids' toothpaste and floss.

What are brand extensions, and how do they work?

Brand extensions involve using an established brand name to introduce new products in different categories. The goal is to leverage the brand's existing reputation to attract customers to the new product.

What lessons can be learned from Colgate's frozen food failure?

The failure teaches that brand extensions should align with the core identity of the brand. If the new product is too disconnected from the brand’s established image, it can lead to consumer confusion and failure.

Why is it difficult to successfully enter unfamiliar markets with brand extensions?

Entering unfamiliar markets can be risky because it requires strong market research, clear brand alignment, and the ability to communicate the new product’s value in a way that resonates with the target audience. Misalignment can lead to failure, as seen with Colgate’s frozen food line.