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Brands, Sub-Brands, and Product Line Extensions

Well over half of all new products introduced each year are line extensions. The strategies and creative approaches utilized in launch period advertising for a line extension play a critical role in the ultimate success of the new product.

The advertising for the line extension can also provide valuable halo benefits on the base brand, depending how the marketing strategy is executed.

However, the line extension also has the potential to produce significant confusion about the base brand, and can contribute to dilution of core brand values.

Based on over 30 years of experience diagnosing the effectiveness of line extension launch campaigns, we have identified and analyzed the potential for success of various approaches to this unique advertising situation. Download the full whitepaper to learn more.

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