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.
Hershey’s is breaking with advertising for its new Hershey’s Kissables. This line extension is a miniature version of Kisses with a colorful candy coating. You guessed it — Kissables are intended to compete with M&Ms. Great strategy, by the way.
I was struck by the name Kissables since I’ve been thinking about candy and food product names that end in “ables.” What immediately comes to mind are Oscar Meyer’s Lunchables and Smucker's PB&J Uncrustables. 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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