Branding
Kraft ran a competition for its employees to think of a new name for the company's business outside the US. The winning entry was "Mondelez" on the basis that "monde" implies global and "delez" delicious. Two brands were exempt from that: Kraft ruled there would be no Mondelez Creme Eggs, nor Mondelez Philadelphia Cream Cheese.
posted by Whispering Walls at 11:29 am
3 Comments:
I personally find the crème eggs disgusting - but I know they are one of the world's greatest marketing successes
Yes - they're too sickly
If only they sold them in France ! Absence makes the heart grown fondant.
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