Cosmopolitan yoghurt
Yes, that’s right. Cosmopolitan - the world’s biggest selling women’s magazine - launched its own brand of yoghurt. However, although this extension failed (the yoghurts were off the shelves within 18 months), Cosmopolitan has had success with other crossovers. For instance, Cosmopolitan is now the UK’s second-biggest bed linen brand. The connection in this instance is obvious. Namely, sex. There are also plans for Cosmopolitan cafés, which may also fit within Cosmopolitan’s ’sex and the city’ identity.
‘I’m not surprised Cosmo yoghurts failed,’ says Jane Wentworth, a senior consultant with the brand consultancy Wolff Olins. ‘Any brand extension has to be credible for the mother brand. Companies use brand extensions to reach new audiences and to make the most of their promotional spend - but the important thing is not to tarnish the original brand.’
