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Petricea Manos, a senior vice president of marketing and consumer experience in Corian, specializes in developing strategic marketing initiatives and partnerships. Rai is the author’s own.
Super Bowl is the largest platform of American advertising. In 2024, Super Bowl LVIII broke the record with 123.7 million spectators, leaving a jaw of $ 650 million in advertising expenses, According to the Sports Business JournalIt was the most viewed program in American television history.
For brands, it is a golden opportunity to launch a new product and make a statement. Brands like Budweiser and Doritos have shown us how a strategic brand extension can electrify new audiences. And, for those who monitor a brand extension, it can be the perfect launchpad to reach the new audience faster.
Some companies offer a chance to jump into completely different categories, using their brand equity to tap in unkapped markets. When it is done correct, brands can see large -scale returns in awareness and revenue. But if the brand consumers abandon the insight, the “big ideas” they are planning that they can become a high-profile flop.
In Curian, we help brands testing and refine their brand extensions so that they appeal to consumers before launching products and viewing millions. With super bowl around the corner, we are discussing what to do to launch a brand extension and to discover the examples of the real world of brands, who successfully introduced a brand extension on the big platform.
Brand Stretch Research: A Consumer-Center for Brand Extension
A brand extension is a strategic move that creates ventures in new categories on existing brand equity. It can unlock new revenue, activate core offerings, and keep a brand relevant in a market where consumers preferences and tastes develop rapidly. A bold step in a new area often opens the door for rapid growth and positions brands as innovators. Beyond development, it indicates the desire of a brand to lead and claim a large space in the industry.
Senior Vice President of Marketing and Consumer Experience at Petricia Manos, Curian
Permission given by Curian
To ensure its success, brands must work hard to ensure that their brand equity can spread to new categories. We call this front-and research brand stretch and it identifies the following information:
- Master Brand Equity: Consuctions want to identify the core equity characteristics and associations for the interview master brand. Then we apply mind-mapping techniques to determine how far the brand can spread the brand attached to those stretch categories to direct innovation.
- Competitive landscape assessment: We take advantage of various types of devices and techniques to determine key associations for top contestants in new categories to identify the areas of overlap and gap in the market that advantage the brands can be specificly filled.
Successful super bowl brand extension
The brands that take advantage of their equity through the timed super bowl launch are more likely to see a significant increase in sales and consumer connectivity, as these standouts explain examples.
In 2022, Uber Eats used its super bowl commercial to highlight its expansion in distributing grocery items, alcohol and domestic non-food items. The campaign, “Uber Don’t Eats,” provides a comic to take a humor on this shift, which pretends to eat non-food items with celebrities such as Gwnethath Paltro, Jennifer Coolies and Trever Noah. High-profile spots connected to digital, social media and outdoor advertisements strengthened the push beyond restaurant distribution.
Doritos re -presented the Doritos 3D during the 2021 Super Bowl, exploiting the master brand’s indifferent and innovation characteristics. Product experienced 500% increase in sales Since its revival, a sign of strong consumer demand.
During 2020 Super Bowl, Anheuser-Busch launched Bud Light Celtzer Capturing a new audience in the rapidly growing Celtzer market to capitalize on its existing brand equity. The product quickly obtained traction, contributing to the company’s presence in the Hard Celtzer segment, which was estimated to generate close to $ 20 billion annually as 2024.
This year, Cheatos is launching its new Cheatos Puffs Paneer Pizza Flavor, just in time for Super Bowl 2025, a fan brings back a fan-psandida taste that has not been on the shelves since 2005. This launch highlights Chetos’ equity as a game-day tradition, offers a fresh, playful taste option to fans that top-off-mind the brand during one of the busiest snack-shopping season Keeps
The role of deep insight into successful brand extensions
For brands considering a similar brand extension, taking advantage of a brand stretch strategy added with the right consumer insight can give meaningful results for brand and success in the market.
Advanced market research methods help to identify gaps and opportunities in the market that the master brands can do uniquely. By analyzing the trends and assessing the capacity for new products, the brands can take informed decisions about where and how to spread in new categories.
Before introducing a new product, it is important to ensure that the complete proposal is resonated with the goal audience. The depth sensory and consumer-focused product tests evaluate everything from taste and texture to packaging and branding, which leads to new offering with expectations.
It is also noteworthy that a successful super bowl advertisement is deeply connected to the audience with creativity. Brands require the right market and consumer insight to test and refine the message, ensuring that the campaign effectively communicate the benefits and enthusiasm of the new product.
How to execute a brand extension
Across a successful brand extension involves careful planning and strategic alignment:
- Brand Stretch Research: Brands should identify gaps in the market where their equity can have an impact. This includes understanding consumer needs, competitive landscapes and emerging trends.
- Concept Test: Testing of product concepts, branding and many recurrence of messages is introduced with the target audience to correct the offer.
- Product Development and Sensory Testing: The new product should align with the quality and values of the original brand. Sensory and purposable test ensures that the new product meets consumer expectations or more.
- Integrated Marketing Campaign: An integrated campaign spreading TV, digital and social media platforms ensures maximum visibility and engagement. Super Bowl advertisements often serve as the Center for the campaign, which create discussion and enthusiasm.
- Post-launch optimization: Consumer feedback, sales data and brand metrics are analyzed to accommodate and customize products and marketing strategies.
The work does not end after the super bowl. Brands need to track post-launch analysis through consumer response and sales performance, which provides actionable insights for fine-tune strategies and maximizes ROI for new products.
Measuring the impact of a brand extension begins with pre-launch surveys and focus groups, which estimate consumer receptivity, followed by campaigning of awareness, compatibility and relevance after tracking. The procurement rates of testing and repeat shows whether the expansion actually resonates. Social media engagement and emotion analysis provide real -time response, while sensory and purposeful tests confirm that new products meet the needs of the consumer.
What’s in the store for this year?
Super Bowl is a golden opportunity for brands to increase its reach and redefine their offerings. This year, look for clever marketing campaigns from brands like Doritos, Budwiser, Peanut Butter Cup, Taco Bell, Stella Artois, Helman, just to keep a few names. Meanwhile, from the post Malon and David Beckham to The Manning, Dose Cat and the Chiefs, a celebrized lineup has been confirmed, pointing out on a large storyline sure to attract the attention of the audience.
With a carefully employed brand extension strategy, companies can occupy new markets.
Are you ready to score a touchdown?
