Launching any new product is a challenge, but the dynamics of introducing a line extension to a well-established brand are even more complex. What consumers take away from line extension advertising is colored by what they already know about the base brand, which can cause both miscommunications about the line extension and a potential deterioration of base brand values. There are several different advertising strategies that can be used to introduce line extensions, each with strengths and potential pitfalls. Here are three and what Communicus research tells us about them:
Leverage the Base Brand Campaign
Incorporating the line extension into the existing brand campaign enables an advertiser to capitalize on pre-existing campaign equities. The potential downside to this strategy is the serious risk of failing to communicate the identity of the line extension and/or its unique benefits. Communicus research reveals that this strategy has the lowest chance of generating trial of the line extension because consumers tend to link a familiar campaign with the base brand and not the line extension.
Start From Scratch
Communicus research tells us that the strongest way to communicate and differentiate the benefits of a new product is to create a completely new campaign for the line extension. However, because base brand equities are not being exploited and built upon, new campaigns for line extensions are at a clear disadvantage in generating brand linkage. This uphill battle is true with advertising for all new campaigns and new brands.
A Blended Approach
Develop a new creative approach that is built around key equities from the base brand campaign. Employing specific brand equities from the base brand advertising, while creating a new campaign that focuses on the unique benefits of the line extension, is a blended approach. When well executed, this strategy has the ability to capitalize on pre-existing equities and differentiate the line extension with its distinct characteristics. However, striking the right balance is critical. Our experience indicates that there is significant risk of mis-associations with the base brand equities when using this campaign strategy.
Once you have decided on a strategy for the campaign, you need to generate trial and usage. We have found that a line extension campaign needs to accomplish three key tasks in order to be effective in persuading consumers to pull the trigger:
1. Engage the target – exposure opportunities aren’t enough, consumers have to actually pay attention to your ads.
2. Ensure that the identity and unique benefits of the line extension are the focus of attention:
- Don’t use creative that’s too similar to the base brand ad, or the consumer will only take away the base brand’s messages.
- Don’t waste your ad budget on creative that doesn’t link to your brand.
3. Be careful not to blur or diminish the base brand strengths through the use of messaging strategies or creative that detracts from your base brand.
Again, line extensions have their own challenges. But employing one of these strategies and focusing on the tasks above should get your campaign going the right direction.
What have you found to be most successful with your experience with line extensions or new product advertising?
