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Worst (Or Most Clever) Brand Extension Ever

June 10th, 2010 · 2 Comments

By Garland Pollard

English LeatherThis came in the mail with the Shell Oil bill, as an offer for Shell Cardmembers from United Marketing Group LLC.

It’s a brand extension of that dime store cologne, English Leather. We’re all for brand extensions, and who can argue against extracting a bit of revenue out of an old brand, but this one was one of those situations that you think:

  • Glad I didn’t think of this (If it doesn’t sell)
  • Hey, how did they think of this (If it does sell)

If you recall, the cologne’s slogan was “Wear English Leather. Or Nothing at All.”

According to trademark filings, English Leather was first used in 1951. Many of the Dana brands were part of the MEM company of Northfield, New Jersey. MEM was led by Stephen H. Mayer.

It was later part of Dana Classic Fragrances, Inc. of Mountain Top, Penn. That company went through all sort of machinations; it owned brands like Tabu, Chantilly and the like. Many of the colognes and perfumes were sold as premium brands but moved downmarket, and became symptomatic of the lowest part of the market.

Should you want the support cushion, what a bargain!

More branding stories of interest:

Hai Karate now on BrandlandUSA's "100 To Bring Back" List
Where Does Wolff Freres Cologne Sleep?
Finding Aria Di Palma at Maus and Hoffman

Tags: Health

2 responses so far ↓

  • 1 Publia // Jul 10, 2010 at 9:24 pm

    I think calling English Leather a “dime store brand” is incorrect. I don’t think it was ever sold at dime stores. It was sold both in drug stores and department stores.

  • 2 Garland Pollard // Jul 14, 2010 at 10:12 am

    Thats true…Woolworth (and successsors Dollar Tree) were the “dime stores”.

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