Keeping It Fresh: The Power (and Pitfalls) of Line Extending
Erin Paul, Director of Design Strategy at Trinity Brand Group with Constellation Brands
Brand development is under fire. Innovation is the new imperative, and the key to staying fresh often means looking at how an existing brand can stretch beyond its core offering. Requiring less capital and fewer resources than launching a new-to-world brand, a well-executed line extension can reach new audiences, satisfy more need states, and deliver a strong ROI. But the potential of a big reward has risks. Extensions must be carefully considered to avoid brand dilution and cannibalization.
So, how do iconic brands extend into new territory without losing what made them special in the first place?
As the growth leader in the high end beer category, Constellation Beverages is taking a bold – and smart – approach to brand expansion. In 2018, the company launched two new sub-brands from the #1 Mexican import, Corona, including a gutsy move beyond beer into the world of fruit-infused adult beverages.
Hear first-hand how they did it. Focusing on the intersection of brand strategy and packaging design, Erin Paul, Director of Design Strategy at Trinity Brand Group, and a representative from Constellation Brands, will share their best practices for extending a brand in a world of increasing competition and decreasing consumer loyalty.