Brand Stretch
Right-to-play analysis — which categories can Reese's credibly enter?
Brand:
Reese's — Brand Association Profile
66fun
65great taste
64satisfy sweet
58comfort
56reward myself
52enjoyment
52satisfy hunger
49excitement
48feel at home
37high quality
Ice Cream
Premium and mainstream ice cream — bars, pints, sandwiches. A natural indulgence extension.
100%
Brand-Category Fit
Salty Snacks
Sweet-salty crossover snacks, popcorn, pretzel bites. Snacking occasion expansion.
100%
Brand-Category Fit
Cereals
Breakfast cereals and granola. Morning occasion extension with flavor licensing.
99%
Brand-Category Fit
Breakfast Pastries
Croissants, danishes, toaster pastries. Indulgent morning occasion with flavor licensing.
99%
Brand-Category Fit
Smoothies & Drinks
Ready-to-drink chocolate beverages, smoothies, milkshakes. Beverage format extension.
94%
Brand-Category Fit
Protein Bars
Performance nutrition and protein snack bars. Functional health-meets-indulgence positioning.
90%
Brand-Category Fit
Brand-Category Fit = weighted overlap between brand association profile and category need profile. Source: DECODE BGO ShowCase + Category Extensions Study.