With the successful introduction of Diet Coke, the Coca Cola company extended its parent product, namely Coca Cola, through sub-brand association. The parent product Coca Cola was familiar to consumers and they were really interested in something new offered by the company, i.e. an extended version of the existing product. The most beneficial aspect of this extension was that the company was promoting its new product alongside its existing one with minimal additional expenditure on marketing campaigns. The company already had a large distribution network which made it easier for the company to reach the maximum number of consumers across the world (Pendergrast