Question

Topic: Taglines/Names

Help Name Our Revolutionary New Chocolate - Asap

Posted by nicole on 5/18/2010 at 2:56 PM ET 250 Points
Hi! I'm new to this site and am hoping you can provide some brilliant insight for us! I own a chocolate company called Chocoley -- we specialize in providing the highest quality gourmet ingredients, tools, equipment and supplies for chocolate candy making, chocolate fountains, and other chocolate applications.

In October we launched a revolutionary new chocolate without a name and issued a challenge to our customers to help us name our new product. In exchange we were going to buy the best name (the one we decided to use) with a $500 gift voucher for our website. We hoped we'd find an amazing name. Instead we haven't found anything we're crazy about. I'm hoping that some marketing professionals who do this stuff regularly and are coming in with a fresh set of eyes can help! We need to pick a name and move on to branding the product with the new name ASAP (we told our customers a couple of weeks ago that they'd hear our decision very soon).

ENTIRE PARAGRAPH REMOVED BY STAFF. EMAIL ADDRESSES DO NOT BELONG IN THE QUESTION AND WE DO NOT ENDORSE AWARDING CASH OR IN-KIND PRIZES TO THE WINNER

Anyway, here is some info on the new chocolate:

Made with the absolute highest quality ingredients, this unnamed Chocoley chocolate is simple, always ready-to-use (no heating or melting), liquid chocolate that stays in a liquid state when at room temperature. When it gets cold it turns to the consistency of a high-end gourmet ganache or thick pudding. It never completely hardens or shells. It will easily return to its liquid state when it returns to room temperature! And it’s extremely versatile. It can be used in your chocolate candy making or your baking; to make hot chocolate or chocolate mousse; as a glaze or over your dessert. And you can add any of our chocolate flavoring oils. The possibilities are ENDLESS.

If you want to know more about it here is the page on our website where we've got all of the info:
https://chocoley.com/revolutionary-chocolate.htm

Thank you so much for any help you can give us on this!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 5/18/2010 at 4:09 PM Accepted
    OK, so who is the target audience for the product? Is this a consumer product we're naming, or is it for the trade?

    And do you have a Creative Brief for the project? What are the criteria by which you're going to judge our suggestions? If we know that, there's a chance we'll be able to come up with a winner. Without that, the chances are slim.

    And, just so you know, naming a new brand is not just a word-smith challenge. It's all about getting into the heads of the target audience to figure out what need of theirs the product satisfies. Your information is all about the product, with almost nothing about your target audience or the benefit to them of your product.

    Several of us on this forum take on naming projects for clients, but they are not "on spec" like this. We're paid to devote serious attention to understanding the product and the market in-depth, and to come up with a name that meets specific criteria, meets real and legitimate needs of the target audience, and that will resonate with them.

    If you can give us something to go on (about your target audience) and a Creative Brief that is clear about your selection criteria, we'll give it a shot. Without those, you'll probably just get more names that you are "not crazy about."

    Besides, YOUR being crazy about the name is not the right criteria. It's your target audience that has to be crazy about it. What YOU like is not the issue at all ... or at least it shouldn't be.
  • Posted by SteveByrneMarketing on 5/18/2010 at 4:14 PM Accepted
    Hi Nicole, an interesting challenge. I like the word cocoa as in cocoa beans or pods. It's not used that often and cannot be confused with any other food product.

    How do you say liquid form? Maybe ...

    StreamingCocoa
    CocoaFlo
    ViscoCocoa (as in viscous)
    Electric Liquid Cocoa

    I'll think about this and come back to this post later.

    Steve
  • Posted by nicole on 5/18/2010 at 4:29 PM Author
    @mgoodman -
    Audience: We currently sell exclusively online to both retail/consumer and approved wholesale customer, however I think with the name we're looking at targeting the retail/consumer market with this product. At some point we MAY take this product into retail stores, so we don't want to rule that out with a name (though I don't think that will be mutually exclusive). Our average customer is a 30-59 year old woman. Most enjoy making candy/homemade goods, however one reason a lot of people buy our products (including this one) is because they are easy to use but retain high quality. Because of the high quality of our products, they are not the cheapest on the market, and our customers are willing to pay for that.

    Criteria for the name: I'd say we're looking for something that captures what the product is, that doesn't sound like the same name as every other chocolate product out there. We want something that resonates with both us and our customers (and no, it's not all about us... we are planning on also letting our customers vote on our favorite names to get their reactions), implies quality (at least a little bit) and ideally something that catchy or fun and easy to remember. I hope this helps a little more!
  • Posted by CarolBlaha on 5/18/2010 at 4:37 PM Accepted
    in reviewing the website this is serious chocolate. Seriously rich and serious to anyone who's a chocolatier-- ameteur or pro. Your website is great in identifying it's potential uses--written to appeal to a foodie (like me).

    I'd call it Divine. Simply Divine.
  • Posted by Jay Hamilton-Roth on 5/18/2010 at 5:40 PM Accepted
    Liquid Lava
    Lava Chocolate
    Chocolate Lava
    Chocolate Plasma
    ChocOoze
  • Posted by SteveByrneMarketing on 5/18/2010 at 5:59 PM Accepted
    picking up on Jay's lava idea, maybe "Cocoava" suggests a flowing product.

    I think Carol's "Divine. Simply Divine" is an excellent direction, more emotional connection and foodie benefit.
  • Posted by CarolBlaha on 5/18/2010 at 7:50 PM Accepted
    Agreeing with Steve -- I think whatever it is, it should be sophisticated vs trite. This is a gourmet and classy product.

    Or Cocanova? Just a tiny tweek from above. Market it with music from jazzy bossavova? I'm thinking.

  • Posted by SRyan ;] on 5/19/2010 at 1:59 AM Accepted
    How about "Better Than Bosco!" Just kidding. ;]

    I think the word DRIZZLE might be worth exploring in your product name.

    Decadent Drizzle
    Chocolate Drizzle (or Chocolatier Drizzle?)
    Drizzle Rich
    Velvet Drizzle
    Luscious Drizzle

    Also, I love the "personal squeeze" angle of your packaging. Could you do something with that?

    Secret Squeeze
    Secret Drizzle
    Private Chocolate Reserve
    Pour Moi

    Other random ideas:

    Chocolate Devotion
    Chocolate Religion
    Chocolate Deluge
    Chocolate Flourish
    écoulement (French for "flow," I think)
    bruine (French for drizzle?)

    Now I must go and order myself some!
  • Posted by SteveByrneMarketing on 5/19/2010 at 2:03 AM Accepted
    perhaps a problem ... "cocanova" could suggest a product from the coca plant. And yes this would be a huge success :)
  • Posted by NovaHammer on 5/19/2010 at 2:36 PM Accepted
    FUSION

    Tastefully Blending With Every Mood

    The main characteristics of fusion (music) genres are variations in tempo, rhythm and sometimes the use of long "journeys" that can be divided into smaller parts, each with their own dynamics, style and tempo.

    FUSION tastes & styles resonate differently in combinations with other supporting tastes like the music theme suggests....
    notes of spice with sweetness, perhaps essentials oils with wafer thin notes, african with latin...soft and subtle or crisp texture & complex lingering options.

    GoodLuck

  • Posted on 5/20/2010 at 6:10 AM Accepted
    Choco Lava

    Choclit

    Coco Lava

    Dream-O

    Chocolate Delight

    Chocolate Cream






  • Posted by nicole on 5/20/2010 at 3:54 PM Author
    Thanks for the insight so far everyone! Interesting ideas. Of this stuff I like CocoaLava (spelling variation on what was proposed here) the most, and I think it will go on the list that we give our customers to vote on.
  • Posted on 5/21/2010 at 10:18 AM Member
    Sound's similar to that canned meat. What's it called again? Oh that's right SPAM!
  • Posted by NovaHammer on 5/21/2010 at 10:27 AM Accepted
    If Lava is too well used in your industry Magma might convey similar idea and be less common.


    Marvelous Magma

    Velvetine Chocolate

    CocoaMax

    GL
  • Posted by nicole on 5/21/2010 at 11:48 AM Author
    I do like the Liquid Indulgence suggestion, but we have another line of chocolate with Indulgence in the name so I think it could get confusing for customers. I also really like the drizzle concept, but we also have a line of chocolate with Drizzle in the name already.

    Fusion is an interesting word. I may have to play with that.

    @ jb92282 - I'm not a big fan of naming our chocolate after canned meat ;). Ha, um, yeah, I really don't know why this post is perceived as SPAM. We are genuinely looking for a new name for this product. If I wanted to waste my time posting on random forums to promote it I'd be doing it on candy making, baking, cake decorating, or at least cooking related boards-- not marketing ones!
  • Posted by SRyan ;] on 5/21/2010 at 11:56 AM Accepted
    Nicole, I looked at your site, your product description, and the testimonials from your customers... that's why DRIZZLE looked like a great place to start. Too bad it's already in use!

    And... I also ORDERED four bottles. Maybe when they arrive, I'll have a whole new source of name inspiration for ya. ;]
  • Posted on 5/21/2010 at 3:16 PM Accepted


    With a chocolate bar that is so revolutionary how about

    Chocolution

    Choc-O-lution

  • Posted by CarolBlaha on 5/21/2010 at 4:01 PM Member
    whatever you decide my dear, your product is a natural for this company for distribution. All of yours ar ehttps://links.e.kingarthurflour.net/servlet/MailView?ms=MzAxNTgxNAS2&r=MTEwMDI5OTAzNTgS1&j=MTgxMTI0NzMzS0&mt=1&rt=0. These guys are major sponsors of 4H state fair events in baking.

    My mother in law's bd is this weekend-- I'm all over the blueberry profiteralles.
  • Posted by NovaHammer on 5/22/2010 at 10:32 PM Accepted
    mmmmm Molten Magma
    Chocolate Exploited!

    Chocolate Flux
    The Real Primordial Ooze

    Venial Morsels
    Chocolate for Consenting Connoisseurs


  • Posted by SRyan ;] on 5/24/2010 at 4:06 PM Accepted
    Okay, my shipment of Unnamed Chocolate arrived.

    I wouldn't dub it lava, ooze, magma, or anything indicating that it's got a fudgy-gooey texture. It's got a bit of body to it after you shake the bottle, but it's not THAT thick.

    It flows, drizzles, drips, runs (bad word, that!), cascades, gushes, pours, streams... obviously you could play with some of these words in combination with Chocolate or Coco. As in "Chocolate Gush" or "CocoStream."

    Other ideas:

    CocoRiver or Chocolate River
    CocoRush or Chocolate Rush

    The "river" concept would be easy to logo-ify!

    Anyway, it is tasty stuff. Thanks for shipping it so quickly. ;]
  • Posted by nicole on 5/27/2010 at 3:48 PM Author
    Thanks so much for all of the ideas everyone! You all gave a lot of great insight and it has really helped!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)