You Say Wienermobile, They Say Frankmobile. Let’s Call the Whole Thing … Publicity
One sure way to get people talking excitedly about your brand is to announce a name change. The chatter probably won’t be sympathetic — remember, everyone hates new names — but it’s worth millions in free publicity.
Consider the news last week that Oscar Mayer, the 140-year-old processed-meat company, was changing the name of its motorized hot dog. Known since 1936 as the Wienermobile, the 27-foot-long vehicle would henceforth be called the Frankmobile. The press release from parent company Kraft Heinz touted the “beefy new name” as an “homage” to the brand’s 100% Beef Franks, which have “a tasty new recipe with a more balanced flavor profile.”
The wailing could be heard throughout the land: Not the Wienermobile!
My colleagues in the branding and naming business were particularly distraught. One of them took to LinkedIn to protest: “Terrible name change for the iconic Weinermobile [sic]! The prudish new name, The Frankmobile, is so tame and lacks the giggle-factor of saying the word ‘weiner [sic].’” (I before E, and take a deep breath.) A commenter lamented, possibly sincerely, “Where has humor gone in this country?”
Here on Medium, Catchword Branding deplored the “tasteless rebrand,” and seconded the giggle-factor vote: “Saying…
