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January 20, 2006

Product Naming: Kissables – Melts In Your Mouth, Not In Your Hand

I have to confess that I love chocolate. I really, really love chocolate.

is breaking with advertising for its new . This line extension is a miniature version of Kisses with a colorful candy coating. You guessed it — Kissables are intended to compete with . Great strategy, by the way.

KissablesI was struck by the name Kissables since I’ve been thinking about candy and food that end in “ables.” What immediately comes to mind are Oscar Meyer’s and Smucker's PB&J . There are 47 U.S. federal food and candy trademarks ending in “ables.”

I’d be interested in your thoughts about the Kissables brand name.

Whoever writes the most insightful commentary will receive a year’s supply of Kissables with my compliments.

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Posted by Diane Prange at January 20, 2006 11:40 AM
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I htink Kissables are wonderful - I have written about them a few times:


What I find interesting about the name (and I'm sure they thought more about this one than they did about Kisses in the first place) is that the word is an adjective. Kiss/Kisses are nouns or verbs.

Most candy bars are nouns: Crunch, Snickers, Mr. Goodbar, Cow Tales, Bull's Eyes, etc.

Whereas a Kiss is something you give or get, Kissable is a state of being. It implies desireability and the fact that you get so many in a bag implies repetition. It also seems to imply sharing and giving - kissing is, after all, something done in at least pairs. The candy name gives you the sense of belonging and being loved.

I think the launch has gone exceptionally well for Hershey's and they're capitalizing on the fact that the candy is manufactured in a plant without nuts, so kids with allergies are able to eat them (unlike M&Ms). I've seen them at just about every check stand I've been to in the past month - so visiblity is good. The trick is usually to get people to try them and I think they've overcome that hurdle. (Though I haven't seen any Valentine's candies, which seems a shame with a name like that.)

That's an interesting thought about the name being an adjective, but I think that by adding the s at the end, what Hershey's is doing (or trying to do) is to turn the adjective into a noun -- that is, creating a single word that means "things that are kissable."

I'm sure that's been done before (this blog recently had a post about "Lunchables"), but I can't think of any words like that which have actually found their way into the language, as opposed to just being used as a product name. There must be some out there, though.

Aw, you were just teasing us with the year's supply of Kissables, weren't you?

Cybele and All Other Interested Parties,

The year's supply of Kissables offer is for real.

I encourage all of you to submit a comment.

'Melts in the mouth, not in the hand' is an advertising slogan that has been in use in the UK for many years for a coated chocolate drop product called Minstrels, produced by the Galaxy chocolate company. Hershey had better check that out should they ever wish to market Kissables abroad.

Nyree - "Melts in your mouth, not in your hands" is actually a slogan used for M&Ms (a Mars product) in the United States... I believe the campaign that launched it started in the early 70s.

I'm not a brand expert, but I am in Marketing. When I came across this post I instantly thought, well, considering it's a pint-sized version of the Hershey's Kiss, how appropriate... I mean, after all, you don't call your husband or your boyfriend kissable, you call him sexy. And, if he's really hot, well then he's just irresistable. But I've never seen a mini-me version of a man (i.e. toddlers) who isn't just plain "kissable"! How appropriate that the offspring of the bigger Kiss is tagged with such an innocent tease of a word.

Now, far be it from me to compare a man and chocolate. But, I'd imagine that the tease of chocolate taste you are getting with the coated mini version "Kissables" is enough to keep you yearning for more. After all, with a name like "Kissables" inciting such flirtatious thoughts who wouldn't

well they are called kissables because say you have a drop of fudge chocolate and you kiss it... you get the shap of a kissable all you gotta to is add coloured iceing and freeze and pressto a kissable... but i doubt that's how they make it...

is the contest over? can I still submit an answer?

The contest is still open.

Please enter.

Kissables... mmmm, just the name evokes sweet thoughts. What's more, the silvery bag gives the allure of something richer, something definitely worth buying. Inside, the colorful candy shells provide a visual treat for the eyes like rubies and sapphires. Once poured in your hand, the candy is instantly recognizable as a "kiss" because of the shape which gives you the hint of what must be inside. Yummy, smooth, perfect Hershey's chocolate.

There are several ways to eat a kissable. All at once - too hurried! Color by color - very organized! Chew it up and let the candy shell mix with the chocolate - or let it melt in your mouth like the original? I like to crunch the shell just slightly and let the chocolate melt its way out. That's the best of both worlds for me.

Who won the contest?

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