案例库 · 产品与设计 · 市场决策 · 1974
嘉宝把成人食品装进婴儿食品罐——单身族完全不买账
嘉宝推出的 Gerber Singles 是装在婴儿食品罐里的成人食品。'肉泥'在 1974 年打动不了大学生。
嘉宝（Gerber Products Company） · 1974
怎么回事
1974 年，以婴儿食品闻名的嘉宝推出了 'Gerber Singles'——一系列单份即食食品，装在与婴儿食品相同的玻璃罐中，但目标受众是成年人。目标市场是大学生和独自生活的年轻单身族。广告语是：'那时我们对你好，现在我们仍然对你好。'这个想法是，伴随嘉宝婴儿食品长大的成年人会欢迎这种熟悉的包装带来的便利。
该产品立即遭遇失败。正如 Business Insider 后来总结的那样：'一罐罐肉泥对年轻单身族来说毫无吸引力。'问题有两个：首先，包装与婴儿食品无法区分，成年人吃它会感到被幼稚化；其次，产品本身——肉泥和蔬菜泥——与已有的冷冻晚餐和罐头汤相比毫无吸引力。Gerber Singles 在一年内停产，现在被视为最经典的品牌延伸失败案例之一。
为什么会这样
- 包装与婴儿食品罐完全相同——成年人在公共场合甚至在家里吃看起来像婴儿食品的东西感到尊严受损。
- 产品是肉泥和蔬菜泥——'肉糊'——与冷冻晚餐或罐头汤等现有方便食品相比毫无吸引力。
- 嘉宝的品牌资产完全建立在婴儿食品上——要求成年人吃婴儿食品罐里的东西，无论标签怎么写都太过牵强。
代价一年内停产丢脸
教训
强大的品牌不代表你可以跟随顾客进入他们人生的下一个阶段。如果包装上写着'婴儿'而顾客是成年人，这个标签就是在撒谎。
后来呢
Gerber Singles 与 Colgate Kitchen Entrees 和 Bic 一次性内衣一起被列入品牌延伸失败名人堂。嘉宝重新专注于婴儿食品和婴儿用品，其品牌地位未受影响。该失败在营销教科书上被引为品牌过度延伸的案例：在一个品类中占据主导地位的公司不能假定其顾客希望在不同的人生阶段获得相同的体验。
资料来源
- Wikipedia — Gerber Singles (launched 1974; tagline 'We were good for you then, we're good for you now'; failed because 'meat mush' did not appeal to young singles)
- Business Insider — 11 Biggest Food Flops (Jan 2012; 'In 1974… Gerber released Gerber Singles, small servings of food sold in little glass jars similar to those used for baby food but marketed toward college students and single adults… pre-portioned packages of meat mush didn't exactly scream cool to young singles')
- The Hustle — Baby food for adults was just as sad as it sounds (launched 1974; the tagline 'We were good for you then, we're good for you now'; flavors included ham casserole and sweet and sour pork; pulled after about three months)
- Museum of Failure — Gerber Singles (1974; adult food in baby-food jars aimed at single adults; the stigma of eating creamed beef from a baby jar)
- Food Republic — Gerber Singles: Baby Food For Adults (1974; flavors included Beef Burgundy and Mediterranean Vegetables; identical jars and assembly lines as the baby food; pulled within three months)
- The Spicy Chefs — Gerber Once Tried To Make Adult Baby Food, And No, It Did Not Go Well (1974; tagline verbatim; targeted college students and first-time solo adults; packaging identical to the baby jars)
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