What do you do when people love your product? I'm not just talking about your average level of enjoyment. I’m talking about the way people love Cinnabon, the gooey cinnamon rolls that people only allow themselves to have when they’re at the airport or the mall.
Call it the product version of manifest destiny: You naturally branch out into new territory when your product is adored.
In Cinnabon’s case, that means lending your name (and gooey cinnamon flavor/scent) to things like vodka, coffee and air freshener.
has the story of how Cinnabon’s co-branding partnerships have “taken off like a rocketship” in the last three years, according to Cinnabon president Kat Cole.
“We had the realization that … there was more to the brand than just the roll. There are only so many malls and airports,” she said.
The company even has the numbers to back it. Ad Age
reports that Cinnabon’s consumer packaged goods products have surpassed sales of cinnamon rolls in brick-and-mortar stores.
[RELATED: Find out how to craft the perfect pitch at our April PR & Media Relations event in NYC.]
So, next time you take a sip of vodka or walk into a bathroom and exclaim, “My God, that tastes/smells like a delicious airport cinnamon roll,” you’ll know it’s the scent of a billion-dollar business.