I am not going to pass judgment on Hardee's new brand naming effort with their "Biscuit Holes" promotion, but cannot help but submit my aversion to the idea.
Now referring to food as "holes" has a long pedigree - donut holes were a staple of my childhood - but Hardee's is using the name "Biscuit Holes" as sort of a placeholder while they try to convince customers to better it.
Hardee's has a mobile web site with the URL www.nameourholes.com which, to say the least, sounds a little strange. Fans have responded with names like "B-Holes" and "Heavenly Balls."
You can see where this is going.
The mobile element to this naming effort samples the "man on the street" ad philosophy. Stickers on the packaging drive consumers to the site, which really makes this naming for the Facebook generation: "'We view our 'young, hungry guy' customers as people who are going to do things instantaneously, so mobile seems a natural' medium for CKE" says one CKE Restaurants executive.
The slight problem here is that the Facebook generation seems to have taste issues, and the outgrowth of the Name Our Holes campaign has been disgust on the part of the blogosphere.
We're seeing names like "creamy sweet holes," "hole munchers," and "dingle balls" while Hardee's is chuckling right along with their tagline "They sound wrong. But taste so right."
Burger King, however, is also taking the same kind of flack for its "Super Seven Incher" advertisement which looks like it was cooked up in a frat house.
In light of all this, the PopWatch blog has announced that "Subtlety Is Dead." I must agree.