How do I successfully advertise a variant?

There are benefits to advertising a new variant under an existing parent brand; values from the umbrella brand can be transferred by using similar branding devices, styles, or music.

How do I successfully advertise a variant?

The term “variant” covers a range of scenarios, from the relatively minor, such as a new flavor, to the major, such as a launch that you intend will eventually overtake the parent brand. How you promote these launches will vary enormously. The scale of the activity will help ensure distribution, while the quality of the activity will have a substantial effect on the interest generated among consumers.

HOW SUCCESSFUL CAN VARIANT LAUNCHES BE?

Variant launches can be hugely successful, as demonstrated by a leading spirits brand. The spirits brand launched a variant in...

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