Maine – Part 2 (an interlude) aka Expanding the Brand

Most manufacturers of retail goods nowadays spend much of their time considering how to “expand the brand” and today we are “blessed” thereby with Mars Planets and Galaxy ice creams. There are however times when this process can go too far.

Take, for example, the humble Kit Kat; a simple wafer and chocolate, humble in its simplicity. Some years ago now the ad men created the Kit Kat Chunky which (to borrow another ad man’s phrase) does exactly what it says on the tin.

Next came another ad man and he thought to himself, “hmm Kit Kat Chunky great product but maybe a little large for, say, the airline snack market…I’ve got it! The Kit Kat Chunky Mini.”

Errr, is that not just a Kit Kat?