How Do You Say Delicious Around the World?

Kraft Foods is taking a new name that it will attach to its global snacks business. Mondelēz International was a creation from two employees in different parts of the world. Johannes Schmidt, in Vienna, and Marc Firestone, from company’s headquarters in Northfield, Ill, came up with the name because they wanted to work upon the idea of a “delicious world.” The name has two main parts, “Monde,” which is French for world, and “-delēz,” which is a play on the French word for delight, “délice.” It’s a word that very much exemplifies the international focus this name is meant to embody. Some worry that non-Spanish, Italian, or French speakers will have difficulty pronouncing the name properly but the uniqueness of the name, in my opinion, adds to its’ appeal.  They macron over the “e” also helps make the word in the words of Kraft spokesman Michael Mitchell, “more ownable.” The specific product names will remain the same, such as Oreo and Cadbury but this name is for the corporate brand. I believe that this name will be very successful for them and that it does an excellent job of working with their strategy. Kraft will just have to wait to see if the general public finds the name as catchy and interesting as the creators found it.

The full article can be found at: www.businessweek.com/articles/2012-03-21/kraft-mondelez-and-the-art-of-rebranding