|Dare to Take Your Brand into a New Category
By: Cindy Wendland
Keurig and Campbell’s Soup are teaming up to offer soup K-cups. Now you can use your Keurig machine for lunch and have a nutritious bowl of soup. Keurig is daring to take its technology into a new category.
When brands try to cross over into a new category, it is difficult. Sometimes it is successful and sometimes it is not. It depends on if the consumer sees the crossover as a natural extension of the product and whether the benefits and brand recognition carry over. Will consumers see the Keurig machine as a soup maker?
A bigger question impacting the success of this crossover is whether Keurig coffee drinkers are soup eaters. Keurig already positions their machine to offer more than coffee. You can make Snapple drinks, Lipton teas, Green Mountain lemonade, and hot chocolate. Those drinks seem like a natural extension. Is soup a natural extension? It is liquid, so that part applies, but you have to clean your Keurig before and after the soup to prevent coffee from getting into your soup and soup into your coffee. It sounds like the Reese’s peanut butter cup campaign where the chocolate and peanut butter mixed by accident, but it turned out to be a delicious combination. Coffee-flavored soup and soup-flavored coffee will probably not be a winning combination.
People do like to get maximum value out of their purchases, so to use the Keurig for an additional function will be of value to Keurig owners. However, some people just like to use their machines for one sole purpose and have trouble trying new things. Personally, for something to drink, a K-cup seems fine. For something to eat, unless I am an astronaut or camping where accommodations are limited, I would prefer full-bodied flavor and cooking. Keurig and Campbell’s are betting on me being a minority.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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