#FAILFriday: Colgate Kitchen Entrees

By Austin Jensen

Did the title of this weeks Fail Friday make you do a double take?  Well, your eyes were not deceiving you…

Last week we looked at Cosmopolitan’s failed brand extension into the dairy industry.  This week we take a closer look at Colgate (popular for toothpaste), and their epic failure in the frozen entrees industry.  Back in 1982 Colgate decided to explore the frozen dinners market.  I will say that I agree it is important for companies to stay innovative in order to compete and maintain their share of the market, but when does being innovative go to far?

Does that even sound appetizing?  When I think of eating a frozen dinner made by Colgate all I do is taste minty toothpaste in my mouth.  It simply does not mix.  Needless to say, this idea did not take off very well with U.S. consumers.  Colgate also experienced lower sales in toothpaste in the midst of all this.


When Colgate chose to extend their brand they should have done something that was closer to their core values.  If you lose sight of your core values, people start to question the goals of your company.

So why did Colgate take on this brand extension?  Was it to gain more market share?  Were they running out of innovations in the mouth care industry?  We want to hear what you have to say on this topic!


One thought on “#FAILFriday: Colgate Kitchen Entrees

  1. Pingback: The Launch Window | ©BMD Agency Inc.

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