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PATRICIA Manos, vice president of marketing and consumer experience in CURION, is a professional development of strategic marketing initiatives and partnerships. The opinion is its own.
Super Bowl is the biggest stage in US advertising. According to the Sports Business Journal, SUPER BOWL LVIIIi recorded 137 million viewers in 2024, and advertising spending earned $ 650 million. It was the most common program in American television history.
In the case of a brand, it is a golden opportunity to launch and statement new products. Brands such as Budweiser and Doritos have shown how strategic brand expansion can electrically electrize a new audience. And for those who watch brand expansion, it can be a perfect lunch pad to reach a new audience quickly.
Some companies use brand assets to use the unexplored market to get this opportunity to jump into a completely different category. If this is done correctly, the brand can see huge profits and profits. But if the brand skips consumer insights, the “big idea” that has planned can be a famous flop.
In CURION, the brand will test and improve the brand’s expansion, release the product and appeal to the consumer before it can be seen by millions of people. Super Bowls are discussing what needs to explore the actual examples of the brand that starts to expand the brand and successfully introduced the brand expansion on the big stage.
Brand Stretch Research: Consumer -oriented approach to brand expansion
Brand expansion is a strategic movement that adventures in a new category based on existing brand assets. In a market where consumer preferences and tastes develop rapidly, new profits can be unlocked and vital to core offering. The transition to a bold new area often opens rapid growth and deploys a brand as an innovator. Beyond growth, it represents the brand’s will to lead and insist on a larger space in the industry.
Patricia Manos, CURION Marketing and Consumer Experience Vice President
Permission
In order to ensure success, the brand must do diligence so that its brand assets can expand into a new category. We call this called front end research brand stretch and identify the following information.
- Master Brand Asset: Consumer interviews are to identify the core stock attributes and associations of the master brand. Then, by applying the mind mapping technology, we decide how far the guard rails can be done to guide the guard rails related to the stretch category.
- Competition Environment Evaluation: We use various tools and technologies to determine the main links of the top competitors of the new category, identifying the overlapping and gaps of the market that the brand can be unique.
Successful Super Bowl brand expansion
The brand that utilizes capital through the well -organized SUPER BOWL launch is likely to significantly improve sales and consumer participation, as can be seen from these unique examples.
In 2022, the Uber Eats emphasized the expansion of providing non -foods such as groceries, alcohol and home necessities using Super BOWL advertisements. The campaign called “Uber Do NOATS” is a change with celebrities such as celebrities such as Gwyneth Paltrow, Jennifer Coolidge, and Trevor Noah. There is a humorous watch for. The famous branch that pairs with digital, social media and outdoor advertising has strengthened push beyond restaurant delivery.
Doritos reintroduced Doritos 3D in 2021 Super Bow, using the perfume and fresh properties of the master brand. This product has a 500% increase in sales after re -introduction, indicating strong consumer demand.
In 2020 Super Bowl, Anheuser-Busch launched Bud Light Seltzer. By using existing brand assets and capturing new potential customers in the rapidly growing SELTZER market. The product contributed to the company’s existence in the rapid SELTZER sector, estimated to be nearly $ 20 billion every year as of 2024.
This year, Cheetos launched the new Cheetos Puffs Cheese Pizza Flavor for SUPER BOWL 2025, and regains the taste of the fan taste that has not been on the shelf since 2005.This launch emphasizes the stocks of Cheetos as a game. The tradition of the day offers fans with fresh and mischievous taste options, keeping the brand the best in one of the busiest snack shopping seasons.
The role of deep insight in successful brand expansion
Brands that consider similar brand expansion can use the brand stretch strategy that pairs with the right consumer insights to provide meaningful results and market success.
The advanced market research method helps to identify the gap and opportunities of the market that the master brand can unique. By analyzing trends and evaluating the potential of new products, the brand can make a decision based on information on locations and methods to expand into a new category.
It is important that the entire proposal is resonated with the audience before debuting the new product. In -depth senses and consumer -centered product testing evaluates everything from taste and texture to packaging and branding, making the new offering match with consumer expectations.
In addition, successful Super BOWL ads require creativity and are deeply connected to potential customers. The brand requires the right market and consumer insights to test and improve messaging, and allow campaigns to effectively deliver the benefits and excitement of new products.
How to execute brand expansion
To execute successful brand expansion, careful plans and strategic adjustments are included.
- Brand Stretch Study: The brand must identify the market gap in which capital can affect. This includes understanding of consumer demands, competitive environments and emerging trends.
- Concept Test: The concept, branding, and repeated repetitions of the product concept, branding, and messaging are tested with the audience to fine adjust the offering.
- Product development and sensory tests: The new product must match the quality and value of the parent brand. Sensory and useful tests can allow new products to meet or exceed consumer expectations.
- Integrated Marketing Campaign: Integrated campaigns across TV, digital and social media platforms ensure maximum visibility and participation. Super BOWL ads often serve as a central role in the campaign, causing topics and excitement.
- Optimization after launch: Analyzing consumer feedback, sales data and brand metrics to adjust and optimize product and marketing strategies.
After the Super Bowl, the work is not over. The brand must track the analysis after launch through consumer response and sales performance, and provide executable insights to fine -tune the strategy of new products and maximize ROI.
Measurement of the influence of brand extensions starts with a preliminary launch survey and focus group that measures consumer capacity, tracking recognition, favor and relevance after the campaign. The test and repeated purchase rate shows whether the expansion truly resonates. Social media participation and emotional analysis provides real -time feedback, while sensory and useful tests confirm that new products meet consumer demands.
What is buried this year?
SUPER BOWL is a golden opportunity for the brand to expand the range and redefine the product. Find clever marketing campaigns such as Doritos, Budweiser, Rees’ S Peanut Butter Cups, Taco Bell, Stella Artois, and Hellman’s. Meanwhile, the lineup was full of celebrities, from Post Malone and David Beckham to Mannings, Doja Cat, and Chiefs, which suggested a large storyline and drew the attention of viewers.
The carefully planned brand expansion strategy allows the company to capture a new market.
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