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Putting a new product name to the global stress test

Putting a new product name to the global stress test

A major international food brand was preparing for a gargantuan new product launch. Just one thing stood in their way: the entire world, or rather, what the world would think of the product’s name. Cue a large-scale cultural consultation in which we interrogated 13 markets on every possible angle and watch-out – linguistic, creative and strategic. What connotations would the name have in Mexico? Would it hit our client’s strategic goals in India? Would Mandarin-speakers be able to pronounce it? These were just some of the questions we helped to answer. The result? An informed and effective product launch, and a name which now lives (and works) all over the world.

Need to know how a name will go down in different markets? We’d love to help.

 

 

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