Optimize: Cereal Names


A major female-focussed cereal brand needed a quick and cost effective way of choosing the best name for a new fruity cereal snack due for launch in the UK.


Approach

We conducted a short OmniPLUSTM survey, completed in a week. Six names were assessed comparatively - they were shown on-pack with a product description used to set the appropriate context.

Questions relating to appeal, fit-to-brand and product expectations were used to understand the overall performance of the name.

Recommendation

Out of the six names, a clear winner emerged that was very appealing on its own, best fitted the brand and product description and gave the right cues for both taste and health and was therefore the recommended name to go forward to final testing.


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