Population Statistic: Read. React. Repeat.
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Monday, May 30, 2021

Just caught a TV spot for Ore-Ida frozen French fries. Inexplicably, it included an extensive plug for Heinz ketchup, delivering the message that only the finest of ketchups is worthy of these wonderful fries.

I figured there was a corporate connection. And sure enough, it turns out that H.J. Heinz Company owns the Ore-Ida brand.

It’s smart positioning for each product. Of course, for the minority that despises ketchup — which includes yours truly — it doesn’t persuade. For that matter, I’m not crazy about frozen fried taters, either.

by Costa Tsiokos, Mon 05/30/2005 07:15pm
Category: Advert./Mktg., Food
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Wednesday, May 25, 2021

fresh-caHard to believe that a grapefruit-flavored soda aimed at “discriminating adults” would need a makeover. But that’s what Fresca is getting from parent company Coca Cola.

In addition to a spiffy new can design and “aggressive” ad campaign from agency Campbell Mithun, Fresca’s getting a couple of new flavors: Sparkling Peach Citrus Fresca and Sparkling Black Cherry Fresca. Black cherry I can dig; peach, I’ll pass.

by Costa Tsiokos, Wed 05/25/2005 07:45pm
Category: Advert./Mktg., Food
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Saturday, May 21, 2021

pretty inYesterday, with my energy level flagging and a whole afternoon of officework in front of me, I strolled over to the neighborhood grocery store to find a can of Lil’ Jon’s Crunk!!! Energy Drink. (I’ve never had it, but I’ve heard good things.)

Wouldn’t you know it, they didn’t have any Crunk!!!. But they did have plenty of Pink, the Diet Energy Drink in stock. The can was very eyecatching — looks like a latter-day post-modern redesign of TaB.

Since so many of these drinks are rolling out with popstar connections — Lil Jon’s Crunk!!!, Nelly’s (real-life) Pimp Juice, Ice-T’s Liquid Ice — I think Pink needs to enlist slightly-scary singer Pink as celebrity endorser. Better her than “Euro-diva” Ilona

Anyway, I didn’t buy any Pink. Wayyyyy too girly-looking. I opted for some Sugar-Free Red Bull instead. But maybe I’ll go back next week and get a can of Pink, and then locate a can of TaB (not hard to do — the company cafeteria regularly stocks that golden oldie), and set them on my desk as a unique decoration. Hell, better than actually drinking them…

by Costa Tsiokos, Sat 05/21/2005 02:42pm
Category: Food, Pop Culture
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Saturday, May 14, 2021

Close to my homestead is Acropolis Greek Taverna (the Clearwater location; adjust volume accordingly before clicking). The sign at the entrance includes not just the eatery’s name, as shown above, but also the word “bistro” right below.

If a person doesn’t know what a taverna is, what are the chances that offering up bistro as an alternative description will provide clarity? Slim to none, I think.

by Costa Tsiokos, Sat 05/14/2005 05:03pm
Category: Florida Livin', Food
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Saturday, April 23, 2021

the originalthe knockoff
The oddball things you run across in upstate New York… Like Dowser Natural Spring Water, formerly known as Big Indian Water. It’s the local bottled water concern, with a market comprised of the no-man’s land between NYC and Albany (aka the Hudson Valley).

As you can see above, the bottle design for Dowser is damned closed to that of Aquafina, the heavyweight bottled water made by Pepsi. It actually warranted a doubletake by me, and I have an acute eye for this sort of brand recognition. I’m sure it’s suckering a bunch of consumers out there who absently grab a bottle and just assume, from the color and design, that they’re getting their familiar Aquafina.

So, how long before Pepsi’s legal team lets loose the attack dogs? I can’t believe they even allowed Dowser to get this far; I’m assuming the re-branding was fairly recent.

by Costa Tsiokos, Sat 04/23/2005 09:21pm
Category: Advert./Mktg., Food
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Wednesday, March 23, 2021

Mention GM or “Frankenfood”, and people go apeshit. No one wants their munchables messed with by mad scientists.

Then again, genetic manipulation of our foodstuff is nothing new, and we’ve all likely been chowing down on the stuff for a while now.

Yes, I can indeed see through this “you’re soaking in it” approach to making gene-spliced products more palatable to the general public. Even with Rutgers adding its academic weight behind it, the view that GM consumption is already established practice, and thus nothing to fret over, is laughably one-sided.

That doesn’t mean it doesn’t have merit. I take an even longer-range look at it: Genetic manipulation of our food supply has been going on for millenia, via less sophisticated means.

Think about it: As soon as people settled into domesticating livestock and growing fruits and vegetables, they practiced genetic selectivity. Crops were cultivated and re-cultivated, resulting into the development of stronger and desirable strains of plants. Same thing with the breeding and interbreeding of pigs, cattle and other animals; the modern-day farm chicken bears little resemblance to its wilderness ancestor. This evolution was the direct result of human intervention — the earliest forms of genetic engineering. The only difference between those past efforts and today’s version is that it’s more obvious today.

So eat up! At least until they figure out how to make those “Jetsons”-style food pills, which would free us from the drudgery of eating altogether.

by Costa Tsiokos, Wed 03/23/2005 10:13pm
Category: Food, Science
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Monday, March 21, 2021

one with everything
Diet brands are the new growth drivers in the beverage industry, and Pepsi is signifying that in a couple of big marketing moves:

- The most dramatic shift is in replacing regular Pepsi as the flagship product with Diet Pepsi, and rearranging corporate ad/marketing budgets accordingly. The company is already rolling out ads in this rededicated “Light, Crisp, Refreshing” campaign.

I’m sure there are other examples of a secondary product line growing out the shadows to supplant the former default frontrunner, but I can’t think of any right now. That Pepsi is betting this heavily on the diet segment means the company is convinced of growth continuing for another generation, at least.

I’m not sure it’ll work, though; at least not with a continuation of the name “Diet Pepsi”. That name consists of a qualifier — “diet” — to distinguish it from the baseline drink. It’d be unusual for that sort of brand to become the flagship product. If anything, assuming this trend continues (and that’s no sure thing, as consumer food preferences can be fickle), I’d expect to see the “diet” dropped, and the low/no calorie drink would become the “new” Pepsi.

- On a similar front, the old Pepsi One drink is being relaunched, in unusual fashion: Around a campaign that eschews television advertising altogether.

It’s an experiment, really, to see if the decrease in television viewing that younger consumers are indicating is real. Success or failure here can be a broad litmus test for large-scale corporate advertising, and I’m very curious to see how it shakes out.

The centerpiece for all this: A dedicated website that plays off the “One” name. It’s full of shiny happy imagery:

Its theme, “Oneify,” is intended to bounce off the brand name as well as address seemingly contradictory trends in the youth market signaled by the word “one.” Twenty-somethings often say they want to be perceived as individuals but also identify collectively with their peers.

“Kids are so smart, they’ll call you out on overt marketing in a minute,” said Lee Clow, chairman and chief creative officer at TBWA Worldwide, owned by the Omnicom Group. “So telling them a ‘one-calorie, great taste’ story is so ho-hum to them.”

“If you engage them in unorthodox ways, with a bit of grace, charm, whimsy, fun and discovery,” he added, “you can actually ask them to buy something.”

Whatever. To me, it’s risky to make up cutesy words using “one” as the base. It brings to mind that running joke from that sappy movie, That Thing You Do!, where the band started out calling itself “The One-nders”, with the intention of having it pronounced as “Wonders”. It backfired, because everyone in the film read it as being pronounced “o-neen-ders”. Same thing here: I can see “Oneify” being warped to “o-nee-fy”.

by Costa Tsiokos, Mon 03/21/2005 11:09pm
Category: Advert./Mktg., Food
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Friday, March 18, 2021

jackpot
Bizz-ang, baby. Just a couple of days after blogging all about them, Adagio Teas held up their end of the bargain. Adagio CTO Ilya Kreymerman confirmed that an ingenuiTEA set is on its way to my caffeine-craving clutches.

I’m very glad the process was so painless, unlike others’ (although, even granting the apparent miscommunication that played a role there, I’ll recognize that Zero Boss’ experience probably cleared the way for me).

I think I’ll be gifting the set to my office; that’s the main place where I tend to my tea habit anyway. Plus, there’s at least a couple of other people there who would make use of it (and thus be exposed to the Adagio brand — viral marketing spreads!).

by Costa Tsiokos, Fri 03/18/2005 08:29pm
Category: Food, Internet
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Wednesday, March 16, 2021

tea off
Gee, I’m kinda dragging tonight. Not sure I can blog much more.

You know what I need? I need some tea. Some tea from Adagio Teas. That caffeinated goodness would be the perfect tonic for my current lethargy.

Alas, I don’t have any Adagio tea on hand. I don’t have any of their black tea, I don’t have any of their flavored varieties, I don’t have any of their oolong strains.

I don’t have any of their green or herbal or decaf stuff either, but since I don’t dig any of those types of tea, I’m not crying. Non-caffeinated teas? They’re right in the same category as non-alcoholic beer: What’s the point? The taste is fine, but without that caffeine kick, it’s anti-climactic.

Maybe Adagio can hook me up. Since they’re begging for linky-love, and I just obliged to a ridiculous degree, I’m hoping they reciprocate that love with some boomin’ product samples.

And yes, I am angling for that ingenuiTEA set, Google PageRank be damned. I need a new teapot, and a nice selection of teas to go with it. All this blogspace, and the likely boost it’ll give to the company’s search ranking, ought to justify it. I just hope The Zero Boss’ winding road to his ingenuiTEA jackpot doesn’t repeat itself here.

by Costa Tsiokos, Wed 03/16/2005 10:42pm
Category: Food, Internet
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Sunday, March 13, 2021

How much moo-juice should you pour down your kids’ throats? Maybe less than has been the conventional wisdom — and maybe not. A new review article in the medical journal Pediatrics that suggests less dairy-derived calcium in childrens’ diets is being challenged by the dairy industry as a screen for promoting vegetarian agendas.

An abstract of the article, “Calcium, Dairy Products, and Bone Health in Children and Young Adults: A Reevaluation of the Evidence” (catchy title!) can be found here.

Personally, I’ve never been much on milk and related products. I’d just as soon have calcium-infused orange juice. And my boss raised her daughter on a low-dairy diet, substituting other calcium sources like broccoli, almonds and such; the kid is now 17, something like 5’8″, and athletic as anybody. So it wouldn’t be surprising to find that dairy’s benefits are overhyped.

The counterattack by dairy producers follows a trend of late, similar to the Florida Department of Citrus’ PR efforts against recent problem findings with grapefruit juice’s health benefits. It’s a system of checks of balances, and a deft use of public relations strategy; still, I’m not sure if it’s a favorable development. Industry interests aren’t going to present anything but a favorably sanitized story that doesn’t have to be particularly deep to be effective. The long-term result is the intimidation of researchers from making definitive statements.

by Costa Tsiokos, Sun 03/13/2005 12:18pm
Category: Food, Science
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Wednesday, February 23, 2021

our sea
The company cafeteria announced a tease to a theme offering scheduled for a couple of weeks hence: “Taste of the Central Mediterranean”.

I’m nothing if not well-read, and I have to say, I’ve never heard of the term “Central Mediterranean”, in gastronomic, historic, cultural or political terms.

Referencing the map above, I’d judge this Central Mediterranean to be, simply, Italy. And so I wondered: Was the cafeteria just going to serve up Italian food, and try to pass it off as something more exotic by tagging it with a new label?

Then I considered that this designation could include the southern portion of the Mediterranean, i.e. Libya and Tunisia. I’m not terribly familiar with North African cuisine, but I’d imagine it would include hummus and couscous. That would be a weird amalgam of dishes: Spaghetti and hummus?

I asked a few people today about what came to mind when I posed the term “Central Mediterranean” to them. To my surprise, they all cited Greece. This might have been because I was the messenger… But I always considered Greece to be Eastern Mediterranean; and indeed, the old geopolitical designator “Near East” used to include Greece and the rest of the Balkans (that’s no longer the case), thus reinforcing the “easternness” of that country.

But actually, referring again to the map, I guess I could see how Greece could be placed into a “central” grouping. I think Italy isn’t considered that way due to the persistence of Cold War thinking: Italy was on the right side of the Iron Curtain, so subconscious political thought would continue to place it more alongside France and Spain than with the other side of the Mediterranean. (Of course Greece was also with the West during the Cold War, but I digress.)

I originally thought using “Central Mediterranean” as a descriptor was a dumb move. But, as I’ve obviously put far too much thought into this, it’s turned out to be an inspired action, because it got my attention like nothing else could have. Now, I’m extremely curious to find out what food they’re going to be serving up to fit into this label (maybe they’ll be especially daring and include some southern French bouillabaisse in the mix). It doesn’t mean I’ll actually eat the stuff, but my interest is certainly piqued.

by Costa Tsiokos, Wed 02/23/2005 10:05pm
Category: Food, History
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Tuesday, February 15, 2021

mccluck
I know where I’m eating this weekend: McDonald’s!

What would possess me to suddenly go all Morgan Spurlock, when I haven’t eaten any of that crap in years?

Free food, baby. The big-M-to-the-little-c-big-D is doing an ambitious giveaway of its Chicken Selects strips, starting this Thursday. How can you beat it?

Well, the fine print is where you beat it:

One Chicken Selects strip and one sauce per person per visit. In store only. At participating McDonald’s. While supplies last.

They’re giving away one, one, chicken strip. A single. That basically amounts to a taste sample, the same as what you’d get while strolling through a mall food court. Not exactly a meal, or even much of a snack.

What’s more, you have to physically drag your ass into the restaurant. That means no drivethru, which is certainly my preferred interaction with fast-food joints.

The marketing objective is obvious: McDonald’s draws people into their locations so they can be exposed to the rest of the menu offerings. Most people would consider it a giant waste of time to go to the trouble of going into the place just for a little stripling of chicken meat. The idea is to get that, but then plunk down cash for a full meal while you’re there.

It’ll probably work great. I’m sure no amount of explicit advertising will prevent a sizable portion of knuckleheads from trying to get their full Chicken Selects strips meal in the drivethru (and McDonald’s isn’t going to pound on that point too much — no sense in driving away potential business). But that’s the price of doing business.

Will I still go get my free strip? I think not. If I lived or worked near a walk-up restaurant, I might; but all the McD’s joints in my area are strictly car-destination locations. So they’re not worth the trouble, even for novelty purposes. Ronald will have to fatten his wallet without my money.

by Costa Tsiokos, Tue 02/15/2005 10:22pm
Category: Advert./Mktg., Food
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Thursday, February 10, 2021

gin zoomed in
I know you’ve always wanted to get up close and personal with your drinky-drinky. The National High Magnetic Field Laboratory at Florida State University delivers with their Molecular Expressions collection of microscope-scale cocktail photos.

It wasn’t easy, either:

We have found these cocktails to be one of the most difficult subjects for photomicrography (photography with a microscope) that we have ever encountered. In our system, we must crystallize or orient the sample so that polarized light will be refracted as it passes through — giving us the beautiful patterns that we typically see with this type of microscopy. Unfortunately getting pure tequila (or its counterparts) to crystallize has proven to be extremely difficult. Without divulging all of our tricks, we have found methods (such as cooling with liquid nitrogen) that can be used to force crystallization on the most stubborn specimens.

Pretty intense effort to create what looks like a bunch of 3D portraits.

The sample above is of my standard favorite, gin and tonic. No twist of lemon or lime — I’m sure that would have altered the image considerably.

FSU condones this wackiness, yet won’t allow a chiropractic school to set up shop?

by Costa Tsiokos, Thu 02/10/2021 11:08pm
Category: Food, Science
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Friday, January 28, 2021

fully throttledThat’s one big-ass can, ain’t it?

Well, when you’re the Coca-Cola Company, and you’re launching a new ultra-caffeinated concoction, you damn well better have a big-time container.

So we have Full Throttle Energy Drink, available only in 16-ounce megasize. It might be a bit pricey at two bucks a pop, but at least you’re getting some volume for it.

But what’s inside is almost besides the point. The can is the thing, man. Mostly black, oversized, with wicked-cool graphics reminiscent of the finest Jersey auto-detailing garages. It’s like having the Harley Davidson of fizzy drinks in your hand.

Naturally, I had to get one.

And when I found it stocked in my company’s cafeteria yesterday morning, I couldn’t resist. Being a moderate Red Bull fan (and an even bigger 180 fan), I figured I could handle this new taurine-powered juice.

When I popped it open, the aroma hit me first. I liked it; it was citrusy, and promised something good. The color was bright yellow, very Red Bull-ish.

Unfortunately, it was downhill from there.

Basically, the stuff tastes like Red Bull without the flavor — and I consider Red Bull to be a bit harsh. The citrus I expected was absent. All I got from it was a lot of carbonation and unadulterated sugar. It wasn’t bad enough to stop drinking it, but it wasn’t particularly welcoming either.

What’s more, I didn’t really get much of a lift from it. The stimulation I expected from all the caffeine, taurine and whatever else it’s got never materialized. If anything, I felt weighted down by the stuff. It made me wish I had gone with an orange juice instead.

Well, the can is still cool. And I’m sure Coke will market the hell out of this thing, which should make it a success. But as far as I’m concerned, they need to inject this stuff with something, anything, to give it potency. Sixteen ounces of blah is still blah.

by Costa Tsiokos, Fri 01/28/2005 08:43pm
Category: Food
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Thursday, January 27, 2021

supersize me
His name is Eric “Badlands” Booker, and he’s “America’s Favorite Competitive Eater”.

You can tell he’s a professional, because he’s wearing a crash helmet. He’ll probably die from artery clogging, but at least his skull is safe!

Unfortunately, speed is not in his competitive eating repertoire: A 100-pound woman managed to eat the megaburger shown above in less than half the time it took fatboy.

Come to think of it, isn’t it always that way? The skin-and-bones types often end up the unlikely winners at these asinine eating contests. Heck, this isn’t even the first time Booker got his clock cleaned by someone a fraction of his size: He got beat by a 113-pound Japanese guy at a hotdog-eating contest.

So, really, there’s absolutely no excuse for becoming a disgustingly obese fat-ass. Hit the treadmill, bitch!

UPDATE, 2/1/05: It’s come to my attention that the picture above may be Photoshop-altered. The likely suspects, the burger and Badlands himself, are true to life; but the helmet may be “not real”, i.e. added to the photo afterward.

If so, it’s a pity. The helmet is what grabbed me. Without it, I don’t think I would have bothered with this post at all.

by Costa Tsiokos, Thu 01/27/2005 05:49pm
Category: Food
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Tuesday, January 18, 2021

Who knew brie the cheese was made anywhere but in the Brie region of France? What’s more, who knew it was made in, of all places, Canada?

I sure didn’t, until I found some of this north-of-the-border fromage today. It was cheap, looked okay, and I figured I could guinea-pig myself with it — in the form of a light dinner tonight — before serving it to company.

It’s not half-bad. It’s called “Mon Desir Brie”, and although it doesn’t say exactly where in Canada it’s from, I’m guessing it’s a Quebecois original. I’d get it again, despite the admonitions of the gourmets.

Still, I wonder: Is the stigma of faux brie on the same level as that for sparkling wine masquerading as champagne?

by Costa Tsiokos, Tue 01/18/2005 09:59pm
Category: Food
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Saturday, January 15, 2021

I’ve just now decided, after having some spicy rolls for lunch: I very much prefer my sushi without the adornment of wasabi. I think the wasabi too easily overpowers the other flavors, no matter how little of the condiment you dab on.

Can’t pass on the soy sauce, though. And the ginger slices for cleansing are good, too.

by Costa Tsiokos, Sat 01/15/2005 12:38pm
Category: Food
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Friday, January 14, 2021

Does anyone else find this lunch menu item, spied today in downtown St. Pete, strange?

Veggie Burger with a side of Stir-Fried Vegetables - $3.95

Overkill? You’re already eating what amounts to a vegetable sandwich; why would you want your side item to be more veggies? It’s like ordering a baked potato with a side of fries.

by Costa Tsiokos, Fri 01/14/2005 01:07pm
Category: Food
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Thursday, January 13, 2021

I’d be remiss if I didn’t acknowledge Cafe Alma‘s mention in the St. Petersburg Times’ Best Tampa Bay Restaurants roundup for 2004.

Alma’s become one of my favorite nighttime hangouts in downtown St. Pete, probably tied with The Lobby. The caveat: I haven’t sampled much of the cuisine at either locale. I’m there for the drinks and decor, not to eat. But you have to start somewhere.

Incidentally, this article is repurposed over at *tbt, where an open comment form is provided for feedback. If you have anything to say about how things shook out, head on over and chime in.

As for the rest of the Times’ list: I estimate I haven’t been to some 90 percent of these joints. That’s more an indictment of me than the establishments. By coincidence, I had been contemplating my lack of fine dining experiences over the past few months; it seems like ages since I’ve sat down at a really good restaurant. I can think of worse things than making this my personal eating-out checklist for 2005 (limiting myself to Pinellas and Hillsborough — I don’t care how good Farmer John’s Pancake House is, it’s not worth trucking up to Brooksville).

by Costa Tsiokos, Thu 01/13/2005 11:34pm
Category: Florida Livin', Food, Publishing
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cookoo cola
Blech!

That sums up my reaction to the prospect of Coca-Cola coming out with a coffee-flavored cola this year, with the possible moniker “Blak”. (That name would ensure a flop, in my humble opinion.)

But then again, I hate coffee, so don’t go by me. And despite the failure of Pepsi’s coffee-fied concoction, Kona, nearly ten years back, I have a feeling that the Starbucks-ization of America is so far along that people will now eagerly guzzle a coffee-cola hybrid.

by Costa Tsiokos, Thu 01/13/2005 09:13pm
Category: Advert./Mktg., Food
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Tuesday, December 21, 2021


It’s quite the paradox: Just as diet sodas are gaining in popularity and becoming the growth engine of the beverage biz, their traditional “diet” label is seen as a negative quality, and thus is being replaced by “zero”.

As much as Americans guzzle flavored cold drinks, it’s natural that they’d want to cut back the calories that go with them. Fatty and high-calorie foods are too hard to give up, so drinks get in the dieting crosshairs.

The problem is that food products tagged as “diet” come with a decades-ingrained presumption of inferior taste and texture. It’s a built-in stigma, predicated as much on unappealing experience as on gender-specificity (the assumption that women are more prone to body-consciousness than men). It’s hard to remake that image, even among younger consumers who may not remember the harsh early-stage products that were introduced in the 1970s and 80s.

In addition to evoking a bygone era replete with brands like Metrecal, Patio Diet Cola, Sugar Twin and Tab, the word “diet” can have unpleasant connotations, said John Diefenbach, a partner at TrueBrand in San Francisco, also a corporate and brand identity consultant.

“It’s a word that represents something that doesn’t taste good, a punishment, and people don’t want to be punished,” Mr. Diefenbach said. “They want something that tastes good.”

So instead, a new tagline is rolled out; but at the risk of losing potentially valuable brand equity:

Still, there are risks to eliminating a word like “diet” from familiar brands.

“I have doubts about renaming products that consumers already know,” said John D. Sicher, editor and publisher of Beverage Digest, an industry newsletter based in Bedford Hills, N.Y. “I’m not sure it’s a great idea.” The risk is that products may lose whatever competitive advantage they now enjoy in an overcrowded category.

Even so, “using names other than ‘diet’ makes sense on new products,” Mr. Sicher said, “as a way to broaden the segment.”

So why “zero”?

“What we found in the new name is that it appeals to nonusers of Diet Sprite,” whether those consumers had stopped buying Diet Sprite or had never tried it at all, said Dan Dillon, vice president for marketing in the diet unit of Coca-Cola North America.

“And ‘zero’ is a much better, more accurate description of the product,” Mr. Dillon said, because it extends beyond “zero calories, zero carbs, zero sugar” to encompass “zero color and zero caffeine.”

Maybe. But honestly, the term “zero” doesn’t convey a positive absence of unwanted elements to me, as much as it reminds me of a negative connotation: A nothing, a loser, a worthlessness. And this is coming from a typical 25-34 year-old white male, who does indeed have a bit of a problem with being seen in possession of a girly-like diet beverage (although I’ll still drink one, with an alibi like, “I just drink Diet Coke with Lime because they don’t make a regular Coke with Lime”).

I doubt I’m the only one who feels this way, and I’m sure market research will spit back some unpleasant feedback along these lines. That’s why I’m sure the “zero” movement will be stopped cold by this time next year, as much a non-starter as the former and current “free” tag.

Speaking of which:

Mr. Sears at Pepsi-Cola North America offered a similar explanation. “Diet lemon-lime is unique because it’s not just sugar-free and calorie-free but also caffeine-free and color-free,” Mr. Sears said. But because all brands “start with the word ‘diet,’ consumers lump all diet soft drinks together in one place in their minds,” he added, obscuring the “positive connotations” of having no color or caffeine.

“Taking off ‘diet’ and putting ‘free,’ a great, wonderful word, at the end lets us lead off with ‘Sierra Mist’ in the name,” Mr. Sears said.

Pepsi-Cola North America tried something similar a couple of decades ago, rebranding the caffeine-free versions of Pepsi-Cola and Diet Pepsi-Cola as Pepsi Free and Diet Pepsi Free. The renamings even served to set up a joke in the 1985 movie “Back to the Future,” when Marty McFly (Michael J. Fox), visiting 1955, is told by a counterman after he orders a Pepsi Free, “You want a Pepsi, pal, you’re gonna pay for it.”

by Costa Tsiokos, Tue 12/21/2004 09:52pm
Category: Advert./Mktg., Business, Food
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