Need a pint to down with your downward dog? Lululemon’s got you covered.
In mid-August the Vancouver-based yoga-wear maker plans to release 88,000 cans of Curiosity Lager beer – a collaboration with Stanley Park Brewing – to quench the shin splints after the Lululemon’s annual SeaWheeze Half Marathon.
“We both share a deep hometown pride in our forest-in-the-city, Stanley Park and a unbridled enthusiasm for cold beer after a sweaty run on the Seawall,” a press release said.
It’s a bizarre brand extension; after all beer is a serious sidestep for a company basing its values around personal wellness (not that a little indulgence here and there is a bad thing). But Lululemon’s side step certainly isn’t the strangest we’ve come across.
Here are nine other supremely offbeat brand extensions:
Nothing quenches the cult of CrossFit quite like pure, unprocessed bacon, so is it that surprising that Reebok would develop its own branded version of the breakfast staple?
Launched last year in honour of the CrossFit games, Reebok Bacon checks all the boxes of the Paleo diet – uncured and free of nitrates, preservatives, MSG and sweeteners.
Chicken Soup for the Pet Lovers Soul Pet Food
Because reading heart-warming stories about the unshakeable bond between man and beast isn’t enough, the oh-so-successful Chicken Soup for… tear-jerking franchise decided to make a beeline (or jagged departure) for the pet food industry.
Available predominantly through Amazon, Chicken Soup for the Pet Lovers Soul Pet Food is available for both cats and dogs, dry and wet. And because a brand can’t stray too far from its core offering, each can comes with an access code for a free story.
Colgate Kitchen Entree
You’ve cornered the dental hygiene market so where do you look to dominate next? Let’s just spitball a little here: oral care, brushing, teeth, chewing, eating, food, microwaveable dinners!
Launched in 1982, consumers were confused by the toothpaste brand’s foray into ready-to-eat meals. Understandably, the idea didn’t take off and Colgate spit out the product line.
Paula Deen Kids Furniture
In a sense, Paula Deen embodies good ol’ southern American cooking. A veteran of the food network with fourteen cookbooks under her belt, Deen decided furniture for children was a logical side step.
The kid’s line, launched in 2012 and priced between $550 and $1,500, followed her full-fledged furniture line launched in 2009. Proof that just because it’s off-brand doesn’t mean it won’t sell, right?
Bic’s Disposable Underwear
Follow this logic – disposable pens, disposable lighters, disposable razors, disposable underwear…?
Inexplicably launched in the Greek, Austrian and Irish markets in 1998, BIC sold underwear and panties under the brand moniker until shuddering the off-beat stream of its business in 2005.
In 2003, Hooters restaurant chain owner decided to apply the wings and beer meets sex appeal service stylings to Hooters Air. The flights – both ad hoc chartered and scheduled – ran from states like New Jersey and Illinois to North Carolina and Florida and were staffed by both Hooters Girls and regular flight attendants, putting the “class” in first class.
Hooters shuttered the airline in 2006.
Cheetos Lip Balm
Nothing cures chapped lips quite like Cheetos dust, am I right? Made by New York-based Lotta Luv LLC and launched in 2005, Cheetos Lip Balm is the epitome of brand extensions lost in left field.
Then again, considering Lotta Luv’s propensity for weird lip balm products – A&W Root Beer, Hostess Twinkie and Jelly Belly – it’s clear Frito Lays may not have been the culprit in the research and development of with this idea.
Coca-Cola nail polish
Last summer OPI – maker of the cosmetic bag mainstay Big Apple Red nail polish – formed an unconventional partnership with everyone’s favourite soft drink company Coca-Cola.
“These two iconic brands truly deliver happiness in a bottle, whether it’s a refreshing, invigorating sip of Coke or a set of fingers and toes perfectly polished with OPI nail lacquer,’ said Suzi Weiss-Fischmann, OPI Co-Founder and Executive Vice President explaining the product.
Apparently the line – which includes nods to Coke Zero “Today I Accomplished Zero” and Vanilla Coke-inspired “You’re So Vain-illa” among others – has sold well enough to still be available on the brand’s website.
Evian Water Bra
There are quite literally a dozen directions a bottled water company could go in terms of brand extension – refillable water bottles, camel packs, coolers, ice cube makers, even a mug would be acceptable – but Evian decided to settle on a water bra.
We’re just taking a stab at it here but the likely logic: Evian is about hydration and cooling down so why not create a branded bikini top, cooling garment to further the cause. Cool thinking, guys.