• Brandweek, Tuesday, December 11, 2007 11:30 AM

The Precious Moments coffin--a macabre final resting place based on the teary-eyed figurine maker--was voted the most inappropriate extension of 2007 by 33.9% of 785 respondents to the Tipping Sprung Brand Extension Survey. It was followed by the Humane Society Dog Lovers Wine Club (28.4%) and Girls Gone Wild apparel (14.9%).

The most questionable food extension went to Hooters energy drink (32.5%), Bumble Bee Prime Fillet Chicken Breasts (21.9%) and Trump Steaks (21.1%). Hooters has the dubious distinction of winning a worst brand extension category for the second time in the four years the survey has existed. Hooters Airline, which has since been grounded, was the other. "Hooters doesn't stand for energy. It stands for boobs and chicken," said Laura Ries, president of Ries & Ries brand consultancy.

The brands that do it right find a way to create extensions that are in harmony with the core brand. Pet Smart Pets Hotel was voted best brand extension by 34.3% of respondents. Huggies Little Swimmers sunscreen was second (29%), followed by Disney's Fairy Tale wedding gowns (23.3%) and American Idol camp (13.4%).

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