September 7, 2005
Enviga. New Product Name or Enigma?
Enviga, a very new name for Coca Cola’s new carbonated, caffeinated green tea drink which has yet to be launched. There are, however, rumors that the Enviga name may change before going to market. This new Coke product, assigned to Saatchi & Saatchi, was developed to compete with Jana Skinny Water.
This breakthrough diet drink uses thermogenesis to burn 50 to 100 calories just by drinking a 12 oz. serving. Developed in partnership with Nestlé, the new beverage product will target active lifestyle consumers.
The name, Enviga, is meant to play off the verb ‘invigorate.’ But it also correlates with other emotional English nouns such as vigor, vigilance, and envy. All of which could build a story about an inspirational brand that:
- Energizes you
- Helps you be vigilant about your weight
- Makes others envious of your new, svelte figure
But what if the product falls short of its thermogenesis weight-loss claim?
What if Enviga simply doesn’t work?
Linguistically, the problem is easy to solve. By converting one letter, Coke can simply change ‘Enviga’ to ‘Enigma.’
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Tracked on March 20, 2007 12:45 PM