What’s the story?
A branding campaign is currently in the works for an extension of the Kalashnikov assault rifle brand, according to Reuters. Probable products: umbrellas, watches, aftershave, snowboards, halogen lamps, pocket-knives and energy drinks.
It sounds like a hilariously tasteless sequel to The Producers from Mel ‘Springtime for Hitler’ Brooks. But it’s actually the mind-boggling brainchild of Marken Marketing International (MMI).
Based in Solingen, Germany, the mysterious company – whose Web site merely states, in 11 languages, that it’s under construction – recently announced a partnership with Mikhail Kalashnikov. The 83-year-old Russian was hailed as a national hero for inventing the terrifyingly effective weapon in 1947. But he has lived in penury in Moscow ever since because he was barred from receiving royalties by the then-Communist regime.
Potential brand extensions:
The Kalashnikov AK-47 already appears on the national flag of Mozambique. But MMI may be overlooking some other logical marketing opportunities. Why not striking leather bandoliers, or stylish body bags, or perhaps a handsome range of coffins? Maybe even a theme park like the one reportedly being planned in Berlin to recreate the brutalities of Communist East Germany, with thuggish border guards, scary customs inspectors and other reminders of a desperate era.
Obvious signature colour:
Blood-red.
How does this fly with a brand consultant:
‘Is nothing sacred? Are people so crass that they can’t separate marketing from morality?’ fumes Peter Heywood, VP of brand strategy at Toronto-headquartered global consultancy Watt.
‘In theory, it’s the same as going into a Harley-Davidson restaurant or banking with PC because it’s borrowing the attributes of a brand that has an emotional connection with consumers. But what’s the emotional or aspirational qualities of the Kalashnikov brand? This is a gun, manufactured in the hundreds of thousands, that seems to be the weapon of choice for armed insurrection in the Third World.
‘So I’m really at a loss here. Maybe it’s about being a he-man, it’s about power, it’s about a kind of edgy violence. But come off it. There are lots of brands you could borrow from that don’t carry the baggage this one does. There’s nothing wrong with marketing by creating emotional connections. But why, in a month of Sundays, especially in the climate we’re living in these days, would anyone want to create emotional connections to a brand that’s basically associated with urban and guerrilla warfare?’
Heywood’s final thought:
‘I find the Kalashnikov venture really obnoxious and I wish it all the failure in the world.’ – By Terry Poulton
