How far will this brand extend?

17 Jun 2005|Added Value

Yesterday McDonald’s Corp. announced it will begin selling skateboards and bikes bearing the fast-food company’s brand in a new effort to get kids to burn off burgers and fries with exercise.

Their efforts to extend their menu into healthy alternatives is certainly a move in the right direction, however I’m not convinced this newest brand extension will fly. In our recent study on brand extendibility, consumers gave McDonald’s very little room in general to extend beyond their current space.

McDonald’s and fun…OK, I’ll buy it. McDonald’s and community service… they set the original standard with Ronald McDonald house. But McDonald’s for healthy living and lower body fat via skateboards? At least they aren’t sponsoring a tie-in with the Lords of Dogtown. 😉

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