April 17, 2006
The Power of Ingredient Brand Naming
In Episode 36 of American Copywriter, after a somewhat scatological discussion of Dannon’s new Activia yogurt and its active (some say hyperactive) ingredient, the bacteria bifidus regularis, hosts John January and Tug McTighe conclude that there’s nothing like a new ingredient with a coined name and trademark to sell a product. Just say Now with Sillynameyouneverheardof™ and it’ll fly off the shelves.
Of course, as anyone who has tried to trademark the name of a product or service knows, there are almost no natural words in many categories that haven't already registered, so neologisms, or coined names, are needed.
But I think those special trademarked ingredients do seem to be a big part of the marketing campaigns for dietary supplements and health foods - possibly because everyone is hoping for a magic pill to help them lose weight and stop aging.
So, is this just a clever marketing gimmick by Dannon? One blogger wrote the power of ingredient brand naming in a very interesting post earlier today.
Be honest, have you ever bought something because it had a new special ingredient with a trademarked name? I have.
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» Ingredient Naming Lives On from Name Wire: The Product Naming Blog
First it was bifidus regularis in Dannon's Activia yogurt. Now it's Optibalance&trade in Yoplait's new Yo-Plus&trade yogurt. The power of a fancy ingredient name to help sell a new product, particularly when that product advertises health benefits, ha... [Read More]
Tracked on August 23, 2007 10:12 AM