In response to the Bloomberg article, “Kraft’s Name Change to Mondelez Leaves Experts Guessing” by David Welch.
To change from a name as a) recognizable, b) short and c) easily pronounced as Kraft to something as bulky as Mondelez seems counterintuitive. “Monde” is world in Spanish, and the newly coined “delez” evokes the air of delicious when spoken aloud, as it were. Couple of Shakespeare’s in their branding department making up words, I see… While I find the etymology behind this pretty cool, it sounds entirely Spanish at first, and therefore if I didn’t read this I’d feel like I was (as a non-speaker) missing the meaning behind the name. Considering that Kraft exists in 32 countries from China to the US, I feel like that could be a little alienating to some markets. Hm. Anyway, as Welch says, they are only changing the name that will be on the back of the wrapper flaps, so as long as people still have their Oreos, Cadbury’s, Tridents etc, I think they’ll eventually adjust just fine to this swap.
Now on to the junk food binge that reading about these brands has just triggered… om nom nom