7. Harley Davidson perfume
> Company: Harley Davidson
> Year released: 1994
> Company revenue when released: $1.2 billion
Harley Davidson is one of the most iconic and valuable brands in the world. It is also one of the most masculine brands on the planet. The company has not deviated considerably from this manly personality, although it has tried. The company released Legendary Harley-Davidson, a cologne for men, among several other varieties, starting in 1994. Another perfume, Black Fire, hit the market as late as 2005. All are either discontinued or extremely rare. In the 1990s, the company released a number of other products, including wine coolers and aftershave, which after failing miserably have also become classic cases of brand overextension.
Harley Davidson may have learned from its mistake. The motorcycle company has begun targeting the growing numbers of female riders in recent years. According to brand valuation company Interbrand, to woo women to its masculine product, Harley Davidson has not reduced the manly personality of its brand
8. Coors Rocky Mountain Sparkling Water
> Company: Adolph Coors Company
> Year released: 1990
> Company revenue when released: $1.8 billion
“Pure Rocky Mountain Spring Water” has been at the core of beer maker Coors’ advertising. With this in mind, as well as a downward trend in U.S. alcohol consumption and an already effective bottling and distribution infrastructure, it may have made sense for Coors to release bottled water in 1990. By selling Coors Rocky Mountain Sparkling Water the company also sought to capitalize on the fast-growing bottled water segment in the United States at that time. The water was Coors’ first non-alcoholic product since Prohibition. The Coors brand did not help to sell the product, however, as the beer-name branding may have confused or even frightened consumers. Coors let its trademark of Rocky Mountain Sparkling Water expire in 1997.
9. Crystal Pepsi
> Company: PepsiCo
> Year released: 1992
> Company revenue when released: $19.8 billion
Crystal Pepsi was introduced to soda lovers across the United States in 1992. The product tasted like ordinary cola but was clear and caffeine free to convey purity and heath. Crystal Pepsi was promoted heavily, with the company even buying an ad slot during Super Bowl XXVII. Despite strong initial sales, the public’s interest quickly waned and the soda was discontinued less than two years after its release.
Although the product is considered a failure, it has maintained something of a cult following over the years. In fact, due to an outpouring of demand on social media, Pepsi gave out 13,000 six-packs of the drink last Christmas in a nod to loyal fans.
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