When it comes to Spirits the leaders come and go but the flavors definitely continue to vary. Some brands like Pinnacle and Three Olives boasting well over 15-20 flavored a piece. While other brands like Ciroc make its progress similarly to playing a quality poker game. Meaning tight play but continue to win big whenever they take chances. Since Sean "Diddy" Combs partnership with the brand it has skyrocketed in sales. The brands ability to expand to now five flavors was a feat in itsself. But to also have each flavor have a bigger buzz than the last with a seeming cult-like following is nothing short of marketing genius. Diddy is a man of many talents when it comes to marketing. It is these very talents that have propelled him into the forefront of various brands that he is attached to. From suits to Ciroc, from Pop Chips to Aquahydrate a new water venture Diddy delivers with pizazz. Now with his new growth into the Television ownership realm, I'm sure we will see a lot more of his brands promotions and partnerships. (Part II next week)
Entertainment Magazine
JOften in business brands look to expand. Wether it be a new flavor for Spirits or other beverages, or adding a new territory for distribution. The decision to expand is followed up by research to determine if this brand expansion is good for the overall brand. Sometimes things workout for every one and then sometimes brands have to back track and cut their loses. For a few brands I work with they have come to this very crossroad. This can often be a gift or a curse. On one hand your brand has made enough revenue or generated enough buzz as to where others want to be involved with your brand. But then you stand to lose or turn off some of your core brand supporters, if they feel you aren't sticking to the core values they've come to love from your brand. For example, on April 12, 1992 PepsiCo launched Crystal Pepsi with the slogan' "You've never seen a taste like this." They actually managed to generate enough of a positive response in the test market to launch nationally in the U.S. However the success was short lived, initial sales were good but sales quickly fell and so did Crystal Pepsi's chance to see the light of day again. What did Pepsi do? Go back to what was working. And later in 1999 PepsiCo introduce a stand alone brand in Sierra Mist. Then it took four years before the brand was available in all markets. This was showing that Pepsi learned from it's mistake and chose to slow play the growth for the new Sierra Mist brand. If the number two soft drink company can make a mistake so can the smaller brands. It's the discovery and reaction to the finding of the mistake that determines a brands success.
