December 20, 2007
South Beach Living vs Dieting = Good Brand Naming
Kraft'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.
Other 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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