Brand Extension - Streatham Stylee.

Let's be honest; barber's shops in Streatham aren't renowned for their cutting-edge approach to marketing. In fact, most make do with a picture of Tupac in the window. (Yes, that's Tupac Shakur, the famous, bald rapper.)

However, that could be about to change, thanks to this enterprising barbers on Greyhound Lane:
A close look at the photo (which I took with my phone while cunningly feigning interest in the neighbouring fried chicken emporium) reveals that as well as providing the usual barber's services, they also stock an extensive range of trainers. Weird, eh?

But it actually makes great sense. A barbers is the perfect place to get the undivided attention of fashion conscious young people, at a time when they're thinking about how they look. I reckon they should make it the whole proposition for the shop - they could even rename it 'Top to toe", or something (probably "Top 2 Toez", if they're going to stick to traditional South London barber-naming etiquette).

Who would've thought that Streatham would be blazing trails in brand extension? I'm sure it won't be long before this kind of cross-sell is popping up all over Lambeth. Just think; there could be designer handbags on the walls of Tony & Guy, a hooped-earring section in Mothercare, or flowers & chocolates stalls by the back doors of 'massage parlors'.

The possibilities are endless. No really they are - the barbers also sells knock-off DVDs.

"Spam, egg, spam, chips, spam, spam and spam, please."

Here's an example of some excellent marketing: Everyone's favourite mechanically reclaimed meat product - SPAM - is launching a new garlic variant. The basic idea for the launch has been to tie in with hit musical 'Spamalot'. Fine.

The genius bit is the way everything from the product name (Spam with Stinky French Garlic) and packaging design, to the viral game, totally embrace the spirit of the Python musical and indeed the Holy Grail film. For example, the copy is all excellent, using John Cleese's insulting Frenchy-speak to get the product benefits across, while still being genuinely entertaining.

And the online game component...



...is not only fun to play (a simple set-the-angle-and-power affair a la 'Tanks' or 'Worms', only greatly improved by the use of livestock as ammo), but is also crammed with lovely Pythony bits (the Black Knight has to be despatched limb by limb).

Finally, the touch that really made me want to congratulate the people at Spam, Underground BLC & 4T2 Multimedia, was the fact that they've built in an ingenious way of driving sales. Whereas most games-purporting-to-be-virals do well to shoehorn any mention of the product, this one gets more enjoyable if you actually buy the product. By entering the barcode from tins of Spam with Stinky French Garlic, players can unlock extra items to lob from their catapult.

For someone who never, ever buys Spam, I find myself wanting to nip to Budgens to get some, in the hope I'll be rewarded with a Killer Rabbit to sling at the Knights Who Say "Ni".