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, revealed Strategic Name Development.
The South Beach brand name is well entrenched - it is not only a food line, but a vending machine name and a diet bar.
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.
Please comment on this story.
February 12th, 2008 at 3:08 pm
Thanks for the mention.
Given that most diets do fail–or at least, they may work, but people go back to the way they used to eat once they’ve lost weight–promoting a lifestyle instead of a short-term solution is a much better strategy for success.