Which is Stranger: the Category Extension or the Flavour?

Ben and Jerry's new brand extension

Ben and Jerry’s new brand extension

We usually think of category extensions working when there’s a meaningful fit between a brand and the category to which it is moving. For example, when Starbucks, the retail coffee chain, expanded into coffee machines (Verismo).

But ice cream to beer? I’m still puzzling over this one. Perhaps most of all, I’m wondering who the target market is for this unlikely mash up…any ideas?



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