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December 20, 2007

South Beach Living vs Dieting = Good Brand Naming

SouthBeachDiet.gifKraft's decision to omit the word "diet" in its South Beach Diet brand name and replace it with South Beach Living will probably turn out to be an excellent marketing move.

The South Beach brand name is well entrenched - it is not only a food line, but a vending machine name and a diet bar.

CocaColaZero.gifOther brands also opt to omit the word "diet" in their product names as well. Take Coke Zero, for example. This brand is flourishing partly because it's gender neutral and doesn't describe itself as "diet."

According to the Diet Blog, the word diet often connotes to consumers bad tasting food aimed at an older demographic as well as, incredibly, "failure."

I'd rather talk about "living" than "dieting" any day of the week. Good move, Kraft.

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Posted by William Lozito at December 20, 2007 9:48 AM
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