Monday, January 9, 2012

What's in a name?

Shakespeare famously wrote, "That which we call a rose. By any other name would still smell as sweet."

This is great advice for marketers, and the folks at Sunsweet have taken it to heart.

Remember prunes? Yeah, those wrinkly things that old people eat to help them go? Well, it seems as though they weren't selling so well to the younger generations. So rather than just trying to reposition prunes, they've renamed them.

Prunes are now, dried plums. Perfect. We like plums. We like dried fruit.

And now they've taken it one step further and consumerized them, creating Plum Amazins. They're chopped dried plums and a little sunflower oil.

New form. New positioning. New name. New life.

Well done.


  1. I don't think I can get past "Amazin."


  2. Yeah, not my favorite, but better than "Plazin"