Many marketers have embraced the idea that in order to grow, they need more people to connect their brand with more Category Entry Points. More on this topic can be found here.

The next question is, how could I do this? Here’s a great example by Cadbury that I came across in the supermarket. It also highlights the benefits of having well-established DBAs. Here's an ad Cadbury has used to reinforce the connection between the brand and the idea of gift giving.

​Further examples of brands expanding via new category entry points can be found in this LinkedIn thread.

Further examples can be found in this LinkedIn thread.