Больше 200 лет назад человек из Нью-Йорка по имени Уильям Колгейт зарабатывал на жизнь, изготавливая и продавая мыло и свечи. Сегодня его имя является половиной многомиллиардной корпорации товаров народного потребления, известной как Colgate-Palmolive. Они в основном производят три типа товаров: мыло (Palmolive), зубную пасту и другие продукты по уходу за полостью рта (Colgate) и – возможно, самое удивительное – корма для животных. В 1976 году Colgate-Palmolive с помощью ряда слияний, в подробности которых не стоит вдаваться, добавили линию кормов Hill’s Science Diet в свой ассортимент. Они решили не продавать корм для животных под брендом Colgate, потому что это было бы, ну, в общем, глупо. Кто хочет кормить свою собаку едой со вкусом зубной пастой? Вы можете представить корм для животных среди этих продуктов?
Это результаты поиска картинок Google по запросу "Colgate" — вот почему некоторые эмблемы смешаны — но вы понимаете суть. Люди ассоциируют Colgate (в общем и целом) с зубной пастой, зубными щётками и жидкостью для полоскания рта. Они не думают о корме для собак или, скажем, об этом:
Это, своего рода, овощи на гриле. Это замороженный ужин для приготовления в микроволновой печи. С эмблемой Colgate. И да, это реально, или, по крайней мере, было.
В конце 1970-х и 1980-х годах микроволновые печи стали активно продаваться всюду по Соединённым Штатам. И в результате компании начали производить продукты для приготовления в микроволновой печи. Например, как отмечает Quartz в одной превосходной истории о микроволновых печах, продажи попкорна удвоились в период с 1981 по 1993 год. Но попкорн не был единственным крупным победителем. Была ещё замороженная еда. Lean Cuisine, Swanson, Stouffers и другие процветали, продавая свои продукты тем, кто надеялся использовать в своих интересах этот удобный способ приготовления. И Colgate-Palmolive захотели вступить в игру.
То, что они придумали, было названо "Colgate Kitchen Entrees". Еда была представлена в большом количестве различных вариантов, но была идентичной продуктам конкурентов — действительно, у них не было абсолютно никаких различий. Colgate, по-видимому, полагали, что смогут выиграть соревнование — компания инвестировала огромные суммы денег в рекламу на телевидении и радио и в печатные объявления, а также выдавала огромное количество купонов. Но это не сработало: бренд Colgate отпугнул потребителей, которые, понятно, не могли принять (неправильную) идею, что их ужин на вкус будет как зубная паста.
"Colgate Kitchen Entrees" быстро исчезли из отдела замороженных продуктов, растаяв в наших воспоминаниях. И Colgate-Palmolive, вероятно, устроил такой исход. Когда хранитель маркетинговых неудач Сэмюэль Вест захотел включить этот пример в свою коллекцию, которую он окрестил «Музеем Неудач», корпорация отказалась предоставлять экспонат. Поэтому, согласно Yahoo, Вест вынужден был создать «хорошо изученную копию» самостоятельно. Для этой цели он выбрал лазанью с говядиной Colgate Beef Lasagne; если рикотта напоминает вам зубную пасту, давайте предположим, что это было сделано непреднамеренно.
Бонусный факт: название Colgate изначально было фамилией, в отличие от Palmolive. (Ну, по крайней мере, это не фамилия основателя компании.) Это рецепт оригинального продукта — мыло Palmolive первоначально изготавливали из пальмового и оливкового масел.
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